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Tag: Sushil Matey

  • ISA appoints Sushil Matey as CEO

    ISA appoints Sushil Matey as CEO

    Mumbai: The Indian Society of Advertisers (ISA), which is the only national body as the strong voice of advertisers over the last 68 years, has announced the appointed Sushil Matey as its CEO. This is in alignment with the ISA’s vision to become future ready to serve needs of advertisers in a fast-changing, post Covid2019 world where digital is emerging as a catalyst in the industry.

    ISA, which is a founder member of the World Federation of Advertisers (WFA) and one of the founders of ASCI, continues to partner with other industry bodies that connect to the advertisers.  The ISA played a significant role in formation of BARC and is closely partnering with it towards advertisers getting robust and credible data.

    Godrej Consumer Products CEO India and SAARC Sunil Kataria who was recently elected chairman of the ISA, said, “As we transition rapidly into the new normal it is imperative for us to create a stronger value proposition for the industry as a whole. Our primary goal is to make the ISA future-ready so we can prove adequate support to our members and the fraternity . I am pleased to welcome on board Mr. Sushil Matey who will play an instrumental role in realising our vision and accelerating the pace of change. We also look forward to working closely with the WFA and creating a global benchmark in the industry.”

    Matey added, “I’m honoured to have been entrusted with this position and look forward to working closely with all stakeholders and partners. The world around us is evolving rapidly on mutiple fronts and it is vital for us to stay ahead of the change so we can provide support and create value in the industry.”

    Matey brings to the table over three decades of rich experience across B2C and B2B sectors spanning white goods, auto, building materials and lifestyle products. At a CXO level, he has built successful brands, turned around companies, and raised capital. He brings in rich experience of strategy and building scale. His previous stints include working at corporates like GE, Godrej, Schneider, Johnson, Masco Corp. (USA) and Livpure.

  • Livpure new campaign urges water conservation

    Livpure new campaign urges water conservation

    MUMBAI: Water purification brand Livpure has unveiled its latest campaign #CuttingPaani. Based on the concept of cutting chai, a unique culture in India, this novel campaign brings focus to the very fact that, if the quench is of half a glass then one should only take half a glass of water.

    The campaign urges consumers to adopt the habit of asking for half a glass of water instead of full, since you can always ask for more if needed. This is an idea that will resonate with the common man, since ‘cutting chai’ is a phrase used colloquially by Indians who want tea! Globally, a lot of international coffee chains offer cutting chai for tea lovers thereby acknowledging the Indian way of drinking tea.

    Conceptualised by Famous Innovations, the three films portray varied scenarios which are both indoor and outdoor, namely, an office setting, a café and inside a home. The production values are high and the setup is a natural one establishing the concept of #CuttingPaani and amplifying optimising usage of water by taking only what is required. The tagline of the campaign is – Agar pyaas cutting ki hui, toh full glass kyun? Bacha huya paani koi aur pee lega! The campaign intends to rope in relevant influencers to support the message of saving water.

    The campaign will be supplemented with digital content in the form of posts along with these three films through the brand’s social media platforms. This will also be supported with on-ground activations.

    According to Asian Development Bank’s forecast, by 2030, India will have a water deficit of 50 per cent. Research also shows that seven out of 10 people don’t finish their glass of water, which then goes to waste. Livpure director of marketing Sushil Matey says, “Livpure was keen to draw attention to this hard reality in a simple and effective manner. Although there have been very powerful campaigns to spread awareness about water conservation, very few gave practical and doable solutions. With #CuttingPaani campaign, we wanted to highlight the significance of drinking water judiciously. Digital, emerging as a favoured medium of communication, we intend to go all out and spread the message far and wide.”

    Famous Innovations CEO Siddhartha Singh adds, “For any movement to galvanise we need a meaningful, actionable symbol that people can adopt in their everyday lives. Asking for #CuttingPaani represents just that. It’s a small step when you’re eating at a restaurant or visiting someone’s office, but it stands for a thoughtful and progressive mindset. We hope that people will feel proud when they consciously ask someone to give them only half a glass of water.”

    This is an extension of the campaign #FinishYourGlass that was launched by Livpure in June 2017 and ran till August 2017. In #FinishYourGlass campaign, the company urged people to drink adequate amount of water to help them improve their health. Livpure has tremendous focus on digital brand communication and has done various campaigns in the year 2017-18 to be the most talked about brand in the category. It commands the highest social SOV for the past six months according to a recent Meltwater report.

  • H&R Johnson (India) appoints Katrina Kaif as its brand ambassador

    H&R Johnson (India) appoints Katrina Kaif as its brand ambassador

    MUMBAI: H&R Johnson (India), a five decade old pioneer offering ceramic tiles in India has signed actor Katrina Kaif as its brand ambassador. As part of this association, Kaif will endorse the tile, bathroom products, engineered marble, quartz and modular kitchen products of the company.

     

    H&R Johnson (India) COO Sushil Matey said, “The Johnson brand continues to be the most trusted name in the home lifestyle category and represents values of trust-worthiness, innovation and contemporariness. We are also a global tile company. And hence, Johnson’s association with Katrina reinforces the very values Katrina stands for, namely, her global image, freshness and contemporariness. Over the last 10 to 15 years, the consumer’s ‘brand’ awareness in home lifestyle category has increased manifold. With India going vertical, currently, the developers constitute a large part of the reality sector. Hence, there is an urgent need to address both the B2C and B2B segment.”

     

    Kaif, who according to a source, charges anywhere between 2.5 crore to 8 crore for an endorsement, believes that home lifestyle brands are gaining in prominence. “I am happy to be associated with Johnson, one of the most trusted and globally renowned home lifestyle brands. As part of this association, I will endorse tiles, bathroom products, modular kitchens and marble and quartz businesses,” says Kaif.

     

    H&R Johnson (India) has signed Ogilvy India’s sister agency Soho Square as its creative partners. The company plans to invest 2 to 3 per cent of its revenues on various marketing campaigns. Besides traditional mediums, the company will make considerable investments in digital marketing as part of its overall communication spends. The company has roped in Hungama Digital as its digital marketing partner. It plans to come out with a TV commercial in the near future and will also tap on mediums like print and digital.

  • Soho Square Mumbai wins H&R Johnson creative biz

    MUMBAI: Soho Square Mumbai has won the mandate for the H&R Johnson creative business. This includes tiles, bathrooms, kitchens and marble and quartz.

    Soho Square Mumbai head of office Samrat Bedi said, “H&R Johnson is pretty much a household name in this category and being associated with this brand therefore makes this win even more special. The brand has ambitious plans in India for the road ahead and all of us at Soho Square are proud and honoured to be partnering H&R Johnson on the journey to make these plans a reality.”

    H&R Johnson India COO – emerging business and marketing Sushil Matey said, “The energy and enthusiasm of the Soho Square team is visible in the work that they have proposed for our brand. We are delighted to be working with a team that brings with them their passion and experience into every single engagement.

    Soho Square Mumbai vice president account management Mohit Ahuja said, “This win is also exciting from a portfolio point of view for us. In the homes and infrastructure category, we already have a realty major and a water-proofing solutions brand. Thus the H&R Johnson products strengthen this segment for us.”