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Tag: Shradha Agarwal

  • Manforce Condoms unveils virtual muse Myra as brand star

    Manforce Condoms unveils virtual muse Myra as brand star

    MUMBAI: Manforce Condoms has swiped right on artificial intelligence, unveiling its new brand ambassador, Myra Kapoor, a computer-generated beauty designed to stir conversations about desire, intimacy and everything in between.

    India’s leading sexual wellness brand under Mankind Pharma has taken a bold leap into the future, introducing Myra through a sultry new television commercial. Far from a stiff avatar, the AI star radiates emotions like passion, love and temptation, aiming to make chats about fantasies feel as natural as pillow talk.

    Myra’s arrival is no gimmick. Born from insights gathered at a leading management institute, she represents a paradigm shift in how brands communicate. Grapes Worldwide, the creative brains behind her, ensured Myra’s charm feels relatable and human, giving her the ability to headline campaigns that ebb and flow with seasons – starting with the monsoon.

    To debut her, Manforce staged a digital face-off called ‘India’s most desirable’ with Filtercopy. The twist? Myra competed against real people and clinched victory through public votes, proof that audiences are ready to embrace AI allure.

    Mankind Pharma, vice chairman and managing director, Rajeev Juneja called the move a “transformative journey” in brand storytelling, promising limitless creative possibilities. Grapes Worldwide, co-founder and global CEO, Shradha Agarwal added that Myra pushes AI beyond automation to deliver meaningful engagement.

    With Myra, Manforce Condoms isn’t just selling protection. It’s selling imagination, sparking fantasies with a pixel-perfect partner who might just be too good to be true.

  • Grapes Worldwide secures digital mandate for Livwell

    Grapes Worldwide secures digital mandate for Livwell

    MUMBAI: Grapes Worldwide has been awarded the digital mandate for Livwell. The Bangalore-based team will oversee the brand’s digital strategy, focusing on strengthening its online presence and refining its branding and positioning.

    Grapes Worldwide will manage Livwell’s comprehensive digital framework, including owned, earned, and paid media integration. With a strong emphasis on user engagement, the agency will also be responsible for UI/UX design, ensuring a seamless and visually appealing website experience.

    The partnership aims to expand Livwell’s reach, drive audience engagement, and create a deeper connection with consumers. By leveraging its expertise, Grapes Worldwide seeks to support Livwell’s long-term growth and market positioning.

    “Onboarding Livwell marks another significant milestone for us. This collaboration highlights our commitment to delivering impactful strategies that enhance brand presence and visibility.” Grapes Worldwide co-founder & global CEO Shradha Agarwal.

    “While selecting an agency, we sought a partner that truly understood our vision and brand ethos. Grapes Worldwide aligned perfectly with our objectives, setting a strong foundation for our communication strategy. We look forward to an exciting journey ahead to elevate our market presence.” Livwell co-founder & group CTO Vikas Dhar.

  • Grapes Worldwide opens its first office in the UK

    Grapes Worldwide opens its first office in the UK

    Mumbai: Grapes Worldwide, an integrated communication agency, has announced its expansion into the UK market, marking its first international foray with a new office in London.

    This strategic move underscores Grapes Worldwide’s commitment to strengthening its advertising and marketing leadership position. Launched in 2015, the agency has grown domestically at a rapid pace and extended its footprint beyond its headquarters in New Delhi, opening offices in both Mumbai and Bangalore.

    The London office will first focus on creative and technology solutions, gradually expanding its service offering as the business grows.

    Grapes founder Himanshu Arya said, “Our expansion into the UK market is a significant move to enhance our global footprint. The purpose is to bring our innovative creative and technological solutions to a broader audience, setting new benchmarks in the industry. Foray into London represents our commitment to international growth, providing us with an opportunity to deliver unparalleled value to our clients on a global scale.”

    Grapes co-founder and global CEO Shradha Agarwal stated, “Launching our first international office in the UK marks a significant milestone in our growth journey. This expansion is a testament to our commitment to delivering exceptional results and enhancing our brand value. We aim to deliver tangible and practical results that will enhance our brand value both at national and international markets. Under the leadership of Sini Magon, we have already started serving our valued clients from our new London office.”

    Partner and global growth officer Sini Magon added, “To say I am thrilled to be embarking on this very necessary expansion is an understatement.  The new London office offers immense potential for Grapes Worldwide to achieve groundbreaking and impactful results. All of us share a singular vision – to build the world’s most innovative company in the advertising and communications space.”

    With this expansion, Grapes Worldwide aims to leverage its expertise to meet global standards and enhance its mission in the advertising industry. As a leading integrated advertising and marketing agency in India, Grapes Worldwide employs over 300 staff across three domestic offices. The agency has evolved from a creative-focused firm to a full-service provider, now offering solutions across creative, digital, media, content, PR, SEO, and other verticals.

  • Grapes appoints Akshay Bhatla as VP of growth

    Grapes appoints Akshay Bhatla as VP of growth

    Mumbai: Grapes, one of the leading integrated communication agency has appointed Akshay Bhatla as vice president of growth for SEO and organic verticals.

    At Grapes, he will take the helm of the organic vertical, where he will oversee a diverse array of functions including SEO, ASO, ORM, CRM, and advanced analytics across multiple geographies. His leadership will be pivotal in driving the exponential growth of Grapes organic department growth.

    Akshay has more than a decade of experience and in his previous stint, he served as vice president of growth & marketing at EQL Fintech where he led digital marketing, user growth and retention, product marketing, etc. Prior to this, he worked with some renowned brands like Times Internet, Meesho, Zee Media, Dainik Bhaskar and Augnito, to name a few. As a VP of growth, he will oversee the SEO and organic strategy, will align various initiatives and enable his digital capabilities to support growth at Grapes.

    Grapes founder and CEO Shradha Agarwal commented, “In today’s landscape, digital offers multiple services bringing from Tech, SEO, Growth, Creative, PR and it’s challenging to streamline the process in same growth. Whereas, clients seek a one-stop solution that comprehensively understands these services and seamlessly integrates them to develop a robust long-term strategy. With Akshay Bhatla on board, we aim to establish multiple strong verticals capable of leading each client’s specific priorities, while being connected to the overall brand and business objective, remaining aligned with the overarching strategic marketing approach that grapes offer.”

    Grapes’ VP – growth Akshay Bhatla commented, “I am honored to be a part of such a great organization. Grapes has been integral in blazing the digital marketing trail for the industry on a large scale, and it’s incredibly exciting to be a part of this team. As I take this opportunity to deliver winning growth strategies that enrich the customer experience across the board, I look forward to cherishing this industry-leading work as head of SEO and other organic channels.”

  • Manforce Condoms unveils #CondomNahiManforceBolo campaign

    Manforce Condoms unveils #CondomNahiManforceBolo campaign

    Mumbai: Manforce Condoms, India’s No. 1 Condom Brand, from the house of Mankind Pharma, has unveiled its latest digital campaign, #CondomNahiManforceBolo.

    The campaign aims to capture the space of online search around the word ‘condom’ by replacing it with ‘Manforce’. The brand has launched a year-long campaign to establish the prominence of Manforce Condoms as the top-of-mind choice for consumers whenever they consider purchasing condoms.

    To kick-start the campaign, the brand has collaborated with multi-talented actor and content creator Dolly Singh. The video depicts Dolly Singh in the middle of a shoot where she mentions ‘condom.’ On hearing Dolly say condom, the director shows concern, following which the entire crew team says #CondomNahiManforceBolo as it is India’s No. 1 condom brand.

    Since the campaign is year-long, the brand has planned to stick to the quirky tonality and amplify the campaign through multiple influencers, UGC and social media posts. The campaign focus will revolve around different media platforms to drive buzz and engagement around the campaign.

    Speaking on the campaign, Mankind Pharma associate vice president, of sales and marketing head  Joy Chatterjee, said, “Our idea behind the #CondomNahiManforceBolo campaign is to make sure everyone knows that Manforce Condoms is the No. 1 choice in India. By encouraging everyone to say ‘Manforce’ when they talk about condoms, the brand aspires to underscore the trust and credibility it has created in the industry over the years. For further strengthening the campaign, we have also roped in various influencers and leveraged e-comm, quick comm, and product placement for this campaign in a continuous manner.”

    Elaborating on the same,  Grapes co-founder and CEO Shradha Agarwal said, “The campaign resonates with our objective to instate the supremacy of Manforce Condoms in the segment. Having come a long way in establishing its position in the market, in tandem with the brand, we work towards the unified goal of familiarising Manforce Condoms as a name synonymous to condoms among the audience.”

     

     

     

     

  • Manforce Condoms unveils new campaign #VotingVirgin

    Manforce Condoms unveils new campaign #VotingVirgin

    Mumbai: Manforce Condoms from the house of Mankind Pharma has rolled out its new campaign #VotingVirgin that resonates with the spirit of election season. The campaign’s initiative is to boost voter turnout by motivating first-time voters to actively participate in the forthcoming elections for a better future of the country.

    In a lighthearted and witty exchange, two friends engage in a conversation about their first-time experiences. One expresses excitement, having heard stories from others until now. Meanwhile, the other friend lightens the mood with a humorous quip. Later, the friend and his girlfriend head to an election booth to embark on their first voting experience together.

    As per the reports by Election Commission of India, this year approximately 1.85 crore people will be eligible for first-time voting. With the campaign the brand aspires to capture the attention of first-time voters and initiate humorous and quirky conversations that resonate with the interest of the audience while drawing parallels with the voting activity.  

    Speaking on the occasion, Mankind Pharma associate VP, sales and marketing head Joy Chatterjee said, “Our objective has always been to come up with certain topics that address important subjects, and voting plays a significant role in shaping our nation’s future. We came up with the creative idea of drawing a connection between voting virgins and its playful connotation to intrigue the first-time voters. Through this campaign, we endeavor to not only spark curiosity but also to instill a sense of active engagement, ultimately motivating them to actively participate in the voting process.”

    Grapes co-founder and CEO Shradha Agarwal said, “The campaign comes with a groundbreaking concept, enabling the audience to see everything from a new perspective. Abiding by the conviction of the brand, the narrative effectively touches upon the important topic of voting in an unconventional way. It amplifies the reception of messaging among the youngsters, acquainting them about the significance of each vote.”

  • Manforce Condoms adds an unexpected twist to intimacy this April Fool’s Day

    Manforce Condoms adds an unexpected twist to intimacy this April Fool’s Day

    Mumbai: Manforce Condoms, from the house of Mankind Pharma, has unveiled a campaign on the occasion of April Fool’s Day. Creating a buzz around the launch of new ‘Manforce Realgasm Condoms’ to detect orgasms with a change of colour, the brand ingeniously addresses the issue of fake orgasms in women.

    In the video campaign, the male partner catches his girlfriend faking orgasm using Manforce Realgasm Condoms that change colour every time that the female has an orgasm. Leaving the audience puzzled, the brand disclosed on their D2C website that it has played an April Fool’s Day prank on the viewers.

    The video incorporates the right mixture of excitement, quirkiness, and fun elements to entice the audience. Through this humorous approach, Manforce Condoms aims to break the taboo around fake orgasms and encourages to have open conversations about this common issue in relationships. The campaign has been conceptualized by Grapes, an integrated communication agency.

    Speaking on the occasion, Mankind Pharma associate VP, sales and marketing head Joy Chatterjee said, “Manforce Condoms is known for its innovative campaign with unconventional messaging that aims at elevating the intimacy levels of couples while ensuring safety. This April Fool’s Day, we tried to level up the game by igniting curiosity among the audience. The video invokes a range of reactions by the audience in the form of confusion, disbelief, excitement, to realizing that they have been fooled, it draws their attention to the problem of fake orgasm in women.”

    Elaborating on the same, Grapes co-founder and CEO Shradha Agarwal said, “Working on the April Fool’s Day video for the brand was a very enjoyable experience for us. Abiding by the ethos of the brand, we were continuously involved in coming up with a fresh idea that strikes the right chord among the audience. By initiating conversation around the otherwise undiscussed topic, the video captures the interest of the consumers that play a pivotal role in driving enhanced engagement with the audience.”

  • Year in review: Trends that shaped the digital landscape in 2023: Shradha Agarwal

    Year in review: Trends that shaped the digital landscape in 2023: Shradha Agarwal

    Mumbai: As the year comes to an end, let’s reflect on the interactive trends that dominated the advertising industry.

    As we navigate through the digital revolution of 2023, we can say that the advertising and marketing landscape has evolved at an unprecedented rate, changing how brands interact with customers and stimulate business growth. Thanks to advances in technology, increased personalization, and a stronger emphasis on content and authenticity, the winds of change in digital marketing and advertising pushed the industry into new frontiers. The rapidly changing consumer behaviour and increased expectations have led to many innovative trends in brand communications.

    This year, we have seen a storm of marketing-interactive trends buzzing up the industry with creativity and excitement. The advertising industry and brands have been quick to embrace the virality of these momentary trends to stay ahead of the curve.

    2023 has been a phenomenal year for the sector, flooded with many superlative trends. However, speaking of the most appealing digital marketing trends of 2023, the following four would top the list for me:

    Computer-generated Imaginary(CGI):

    Many brands were seen capitalising on the CGI make-believe campaigns—larger-than-life marketing for unique consumer interaction. These revolutionary CGI advertising campaigns had a significant impact on the industry by elevating brand awareness, propelling the growth of social media accounts with millions of followers and likes, and receiving a largely favourable reaction from the audience and industry experts. For instance, the “House of ethics” ad campaign by Ajio, “the peacock hub” ad campaign by Jiocinema, Haldiram’s “Festival gifts,” and the Skybags “ICC World Cup Trophy” ad campaign. These larger-than-life visuals are not dreams, but the new normal for the advertising industry.

    Bizarre or fast advertising

    Speaking of 2023, how can one forget about the wave where everyone was grooving on the WOWness of Jasmeen Kaur, “looking like a wow” entrepreneur? Bizarre trends like “Orry, the liver guy,” and “2023 World Cup” were some of the biggest trending meme shots of the year. Brands like Sunfeast collaborated with Jasmeen kaur to promote their product “Yippee”. These fast and viral moments dominated the entire A&M industry for a considerable period of time and even had the ordinary audience react to them quite gracefully. With real-time engagement through meme making and huge campaign collaborations, brands quite actively took part in fast advertising. Engaging with these real-time bizarre trends and their virality, brands attempted to target their relevant audience and gain good traction online.

    AI campaigns

    It wouldn’t be so wrong to say that 2023 was the mainstream year for artificial intelligence. It opened doors to innovation and technology for businesses at large. As we say, the essence of advertising is creativity and authenticity, and AI has fed them both equally. From small ones to megahits, all brands fueled their marketing scale with generative AI. With campaigns like Sunfeast Marie Light TVC and dark fantasy campaigns, Cadbury’s “Personalized Birthday Songs,” and Boat’s “ICC World Cup Campaign,” artificial intelligence marked its steps in the A&M industry with impressive and human-like results.

    Innovative outdoor advertising

    The trend of out-of-home advertising has been around for a while. However, in 2023, there was a lot of vibrance and freshness within. The market found itself picking up speed and reaching significant growth. Many brands capitalised on outdoor ads or billboard advertising integrated with innovative approaches to target their traditional audience. There have been tons of instances of billboards this year where brands have used quite creative and multi-functional features to make them more appealing to the audience passing by. For instance, the myntra “End of Reason Sale” Price Slash billboard, Havells “Ganesha billboard.” In addition, the “doodh mangoge-doodh denge, Kheer mangoge-kheer denge” Zomato-Blinkit campaign was inspired by the massively shared social media memes. These innovative and exciting billboards have been truly successful in capturing the attention of the audience at large.

    Expectations for 2024

    Well, as the year comes to an end, it’s time to set our targets for the next year. 2023 has undoubtedly been a promising year for the marketing landscape and therefore has raised the bar for the coming years. In 2024, we are definitely expecting to see more of such innovative trends in the A&M industry and witness the industry thrive.

    Generative AI: With AI hitting industries like a storm, it’s definitely not something momentary, so I think the industry will surely look forward to more from generative AI in the coming period. As brands are getting pretty comfortable with AI, in 2024, more innovative AI integrations with content marketing will enter the advertising landscape.

    Vernacular Marketing: Vernacular marketing allows brands to improve brand perception and increase engagement by communicating in a language that resonates with their target audience. Therefore, I would really like to see brands leverage more of this type of marketing and establish a more personal and genuine relationship with their customers.

    Data-privacy compliance: Subsequently, since digital spending is increasing and e-commerce is gaining momentum, concerns from consumers regarding data security and privacy are seeking changes in digital marketing. Therefore, it’s finally time for brands to start investing more in their consumers’ data privacy compliance. Companies need to concentrate more on protecting consumer information and increasing openness about the information they gather and use. By adhering to ever-tighter data privacy regulations, they can win over customers’ trust and loyalty.

    To conclude, I would say, buckle up! Marketers, looking back at the evolution of marketing in 2023, I believe that the year 2024 is going to be very dynamic for the industry. The future holds a lot of promising opportunities for marketers and is going to help them thrive in the digital era of 2024.