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Tag: TenderCuts

  • TenderCuts rolls out father’s day campaign #madebydad

    TenderCuts rolls out father’s day campaign #madebydad

    Mumbai: Omnichannel meat and seafood D2C brand TenderCuts has rolled out a campaign for father’s day with cricketer Dinesh Karthik and chef Sanjay Thumma. The campaign was conceptualized in-house, and no agency was involved. It evokes a sense of nostalgia while cherishing the contributions of a father.

    As a part of the campaign, TenderCuts engaged with its customers on all social media platforms, encouraging them to share their unforgettable personal memories with their father. The best three videos will be awarded with a mini cricket bat autographed by Dinesh Karthik.

    The brand has released a video that revolves around Cricketer Dinesh Karthik sharing a short story about his experience on father’s day every year. He shares that every year on father’s day, his father would prepare mutton biryani for the family. This year, he plans to emulate his father by preparing a delicious mutton biryani himself. The video continues with Dinesh Karthik mentioning that he ordered fresh mutton from TenderCuts that is antibiotic free with the FSSAI and other safety certifications in place, which was also freshly cut only after the order is placed.

    https://www.youtube.com/shorts/OGrcsjFIeC0

    https://www.youtube.com/shorts/WnmSB8FuBto

    It continues with him reminiscing about how much he enjoyed his father’s mutton biryani and how his father wished the local markets were cleaner. The commercial ends with a scene of Dinesh Karthik enjoying a meal of biryani with his father.

    TenderCuts chief marketing officer Aruna Jathar said, “Fathers have always been characterized as sacrificing but are never acknowledged. This year, we wanted to showcase the caring aspect of a ‘father’ in his role to provide only the best for his family. This story comes alive with a real-life experience of our very own Dinesh Karthik. TenderCuts celebrates every father this Father’s Day through this story.”

  • TenderCuts promises ‘freshest meats’ in new marketing campaign

    TenderCuts promises ‘freshest meats’ in new marketing campaign

    Mumbai: TenderCuts, the meat and seafood omnichannel company has launched its new ‘Good meat. Genuine meat. Always.’ proposition in a multi-film campaign conceived by Lowe Lintas Bangalore.  The key objective of the campaign is to increase brand awareness and consideration to drive trials by consumers. 

    Consumers today are increasingly wary of the quality of products available in the market – especially meats and seafood. Most people still prefer to physically purchase the products to ensure that they are not compromising on the quality. Lowe Lintas has used this insight to showcase the various elements of TenderCuts communicating that the brand offerings are best in quality, said the statement.

    TenderCuts integrated creative will be live across TV, digital, print, and OOH in multiple markets, especially in Chennai, Hyderabad, and Bangalore where the brand has a strong foothold currently, it added.

    The campaign consists of three films highlighting different messages by the brand – the first one showcases the best quality meat products at the most honest prices, the second one features the ready-to-cook range by TenderCuts which consists of the freshest meat that is freshly marinated, and the third film focuses on the fact that all products are freshly cut only after an order is placed. The ads feature well-known South actor Prakash Raj.

    “Prakash Raj is truly a fabulous actor and brings the campaign alive with his engaging humour and seasoned acting skills. Through our omnichannel presence we endeavour to offer the best quality, genuine meat always,” said TenderCuts founder and CEO Nishanth Chandran. “Our customers can now see our proposition of freshly cut after you order come alive through our efficient Tech based QR code, by which customers can know when, where and by whom the meat was cut.”

    “We are really excited about the campaign & through this we want our customers to become aware of the Tender promise,” stated TenderCuts CMO Aruna Jathar. “At TenderCuts we believe in doing things that are right for the customer and that is table stakes. We highlight this undeniable fact through our new & remarkable campaign which is spun around the promise of Good Meat, Genuine Meat, Always!”

    “TenderCuts is all about honesty. Be it their prices, their quality or even their practices,” remarked Lowe Lintas executive director and branch head  Sonali Khanna. “Most of the time this is experienced first-hand by those who visit their stores. We wanted to achieve the same emotion. By roping in a celebrity like Prakash Raj, we felt it would be nice to let him experience this honesty first-hand. Hence the idea of a shoot within a shoot.”

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  • Meat & seafood start-up TenderCuts launches its maiden campaign

    Meat & seafood start-up TenderCuts launches its maiden campaign

    MUMBAI: TenderCuts, the fresh meat, and seafood start-up backed by Paragon Partners and NABventures has released its first multi-film campaign focusing on the functional aspects of the brand.

    The multi-film campaign conceived by Lowe Lintas Bangalore banks on humour to communicate the key features of the brand’s offering. It relies on how Indians are extremely particular about their food from visiting markets early in the morning for sourcing fresh produce to eating on the day it is cooked – most have their own rules when it comes to food. The campaign aims to highlight how the brand’s eco chain is built to keep the meat fresh.

    “Understanding how Indian consumers gauge ‘freshness’ as one of the important factors in choosing their meats and seafood has driven our offerings and our process. And that has been our success. The team at Lowe Lintas has firmly positioned our brand in the space and this campaign aims to build consideration in the minds of our target audience,” said TenderCuts founder & CEO, Nishanth Chandran.

    The film also aims to showcase that the meat comes fresh to the store and is cut only after an order is placed, which keeps the meat fresh. “The campaign is rooted in research. It is a beautiful, light-hearted, and memorable take on our USPs of ‘freshly cut after your order is received and, “cut the way you love it,” said TenderCuts chief marketing officer Aruna Jathar.

    Lowe Lintas regional creative officer Puneet Kapoor said, “Being a brand that’s all about customer delight the task was to create something that was close to the heart. ‘Cut the way you love it’ sums that up nicely. And the films are all about celebrating the love for TenderCuts, whether it is the fact that they are an omnichannel or that they have the freshest locally sourced meat. Or even the fact that they have such a wide variety of cuts.”

    An integrated campaign covering TVC, Digital, Print, and OOH will run in all three markets.

  • TenderCuts strengthens leadership team with key appointments

    TenderCuts strengthens leadership team with key appointments

    Mumbai: Homegrown omnichannel meat and seafood retail brand TenderCuts has roped in industry experts to lead important verticals of marketing and finance. The company on Monday announced the appointment of Aruna Jathar as chief marketing officer (CMO) and Satya Rakesh as chief financial officer (CFO).

    Jathar is a seasoned marketing professional with over 20 years of experience in brand building and creating innovative marketing strategies across telecommunication, consumer durables, FMCG and retail sectors with an in-depth data-driven application. She has led customer and marketing strategies, brand, digital, content, and CRM initiatives in multinationals across India, UK, and the Asia Pacific region.

    Prior to TenderCuts, she served in key roles at Wyndham Destinations (RCI), Dell Technologies, Metro Cash and Carry, and Airtel. Her area of competence includes branding, marketing, communication, CRM, customer experience, and digital demand framework. She has worked extensively in the areas of direct marketing and loyalty in London, UK.

    Rakesh is a CA and company secretary who comes to TenderCuts with over 12 years of experience across various functions of finance in the consumer and retail space. He has a rich knowledge and expertise in financial strategy and planning, accounting and audit, fundraise, and investor relations.

    Prior to joining TenderCuts, he has worked in Aditya Birla Group, Arvind Fashions and Medplus Pharma, where he has handled multiple roles including driving profitability, setting up of new businesses and functional teams, business restructuring, and investor management.