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Tag: Tilt

  • udaan salutes pharmacists’ dedication to the society in its new ad campaign by Tilt Brand Solutions

    udaan salutes pharmacists’ dedication to the society in its new ad campaign by Tilt Brand Solutions

    Mumbai: udaan has rolled out a new digital campaign to applaud the relentless commitment of pharmacists to society. The campaign highlights udaan’s superior customer service towards its partner pharmacies.

    Further, the campaign emphasises the unique proposition of multiple delivery options—it’s an industry first initiative by a B2B e-commerce company.

    Mumbai-based brand and communications consultancy, Tilt Brand Solutions, has bagged the PR mandate for the brand. It highlights the challenges of partner pharmacies and how udaan can meaningfully partner and delight them in their journey. The campaign aims to address and solve the unique challenges with a brand promise to deliver a superior customer experience to pharmacies while ordering medicine supplies through the udaan app.

    The digital marketing campaign will run across various platforms for the next three months, including ATL, BTL, paid digital, app, CRM (SMS, PN), etc.

    Speaking about it, udaan business head of pharma category Sanjay Sharma said, “The Pharma category on the udaan platform is a growing business and as part of our long-term strategy, we plan to build and establish a long-lasting relationship with our partner pharmacies. We are committed to leveraging technology to bring the benefits of product & service innovations to partner pharmacies and are confident that our campaign will resonate well with our audience.”

    The pharma category on the udaan platform lists medicines, medical supplies, and over-the-counter (OTC) products. Currently, the udaan platform has over a thousand pharmacies registered to transact and do business online. The campaign emphasises the unique proposition of multiple delivery time options – an industry first initiative by a B2B e-commerce company.

    Speaking on the campaign, Tilt Brand Solutions executive director creative Adarsh Atal said, “We are well aware that chemists are and have been a part of India’s critically essential workforce. However, as the world has progressed and critical business sectors have seen technological advancements, there has been little done for pharmacists. With our campaign, we wanted to emotionally connect with the chemists, just like they do with each and every one of their consumers, and bring to the fore how udaan is enabling them with technology to do their business more efficiently and profitably.”

  • Joseph George set to launch Vector Brand Solutions

    Joseph George set to launch Vector Brand Solutions

    Mumbai: Forty months after founding and launching Tilt Brand Solutions, MullenLowe Lintas Group’s former group chairman and CEO Joseph George has announced the group’s launch of its next brand & communications enterprise – Vector Brand Solutions. Like Tilt, Vector too will be Mumbai based.

    Tilt Brand Solutions has worked with over 35 blue chip and start up brands putting out some notable work on Dream 11, Livspace, Licious, Swiggy, JD Mart, Groww, Go Daddy, TVS and The Pink Foundry among others.

    Speaking on the launch of Vector, Joseph George said, “Thus far, we seem to have got quite a few things right at Tilt; in terms of how we work, how we engage and what we put out. While there is ofcourse a lot for us to get better at, what has worked most for us and our clients is a structure that allows our senior folks to give disproportionate attention to brands, clients and their business. So, the question I asked myself was how do we navigate and manage growth while not diluting, diminishing and diffusing our people’s involvement with their brands and clients. The answer – Vector Brand Solutions.”

    On the name, he added, “Vector in Physics is a quantity or phenomenon that has both magnitude and direction. And that’s what we want to ensure in everything we do – agility and pace but with purpose and direction.”

    On what Vector would specifically focus on developing along the way, George said, “Vector is a post pandemic launch; and the rampant digital embrace seen in the past 20 months have resulted in Digital First brands getting launched every day. For them to survive and thrive, they will need high quality top, middle and bottom of the funnel interventions; and so, will need help with smart data insighting, innovative demand generation as well as top draw skills in building brand love, preference and distinctiveness. Vector will strive to be acknowledged as best in class partners for these marketers.”

    Vector is in the midst of putting in place its operating leadership. An announcement on this is expected to be made in the next few weeks.

  • Tilt onboards Gulshan Singh as chief strategy officer

    Tilt onboards Gulshan Singh as chief strategy officer

    Mumbai: Brand and communications consultancy Tilt Brand Solutions on Tuesday announced the appointment of Gulshan Singh as chief strategy officer, effective 23 August. Singh will work along with Paul Dueman, also a chief strategy officer, who was brought in a year back. Both Singh and Dueman will be reporting to Tilt Brand Solutions, founder chairman and managing director, Joseph George (Joe).

    “Gulshan’s competencies, experience, and interest are just right for what is needed to lead right-brained planning at Tilt,” said Joseph George. “With this appointment, Tilt Brand Solutions will be the first-ever brand and communications consultancy in the country that will have a two CSO structure – a tangible demonstration of our belief in full-brained thinking and the equal importance and criticality of both left and right-brained planning at Tilt. I am sure Paul and he will enjoy their tango.”

    Singh has almost 20 years of prior work experience across JWT, Publicis, Lowe Lintas, TNS, and IMRB and on clients like Britannia, General Motors, GSK, Mahindra & Mahindra, MakeMyTrip, Marico, Mondelez, Nestle, Nivea, P&G, Tanishq and Tata Tea. He has won Effies on almost all the clients he has worked on, especially so on Britannia, Tata Tea, and Tanishq. 

    Welcoming Singh to the team, Paul Dueman said, “Gulshan’s appointment reflects our belief and our conviction in how we want to drive the strategy function at Tilt. While this journey with him will now become a lot more interesting and a lot more enriching personally for me, our brands and clients of course are the ones who will benefit the most from this appointment.”

    On his new assignment, Singh said, “I have been following with admiration and interest, the way Tilt has gone about building itself the last three years, and I can’t be happier with this opportunity. The desire and insistence to get the strategy right at Tilt are palpable across functions and levels, and that is so motivating and spurring for me as a career planner. I am excitedly looking forward to partner and leverage Paul and his expert team of data analysts and solutions to jointly deliver superior brand and communication solutions.”