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Tag: Triton Communications

  • McCann Worldgroup appoints marketing veteran

    McCann Worldgroup appoints marketing veteran

    MUMBAI: Snehsikt Anand has been appointed business head at McCann Worldgroup, marking a return to agency life after a year of freelance consultancy. The seasoned marketing professional brings over 18 years of through-the-line marketing experience to one of advertising’s most established networks.

    Anand joins McCann after working as an independent marketing consultant, where he provided brand and communication advice to emerging agencies and production houses. Before his freelance period, he served as business head for west and HUL (rural) at Dentsu, where he managed Hindustan Unilever’s house-to-house business across India.

    At Dentsu, Anand’s client relationship skills helped create opportunities for business growth through territory expansion and cross-selling initiatives. Prior to joining Dentsu, Anand co-founded BrandBall, where as head of strategy he increased annual turnover fourfold and expanded the client roster tenfold over four years. 
    His experience includes positions at several prominent agencies including L&K Saatchi & Saatchi, Ogilvy, Triton Communications, and Civilisation Communications. He also gained client-side experience as assistant manager-marketing at ICICI Prudential AMC Ltd.

    At McCann, Anand will likely apply his RoI-driven approach to marketing communications, leveraging his expertise in advertising, integrated marketing and team management as he takes on this new leadership role.

  • RED HUNT and Triton Communications launch campaign introducing an exciting new men’s grooming range with global fragrances

    RED HUNT and Triton Communications launch campaign introducing an exciting new men’s grooming range with global fragrances

    MUMBAI: After the success of Layer Shot and Layer Wottagirl, Adjavis strengthens its portfolio with an exciting new brand RED HUNT- a range of Men’s grooming products including Perfumes, Deodorants, Shower Gel, Facewash, Hair Gel and many more. The products come with international fragrances that are bound to appeal to the youth’s senses as well as the opposite sex.

    Triton Communications, with its vast experience of launching and building Set Wet range of products has created a series of 9 commercials for RED HUNT.

    For this man of today, Adjavis has launched RED HUNT – a grooming range for men that will make them stylish, confident, attractive, fashionable, and irresistible and change the hunting game forever. The launch campaign therefore aptly uses the tagline ‘BE HUNTED’ thus positioning the brand as a catalyst that adds to your effortless charm that no woman can resist.

    The launch ad is being released first to set the theme for the brand along with a range film followed by the rest of the commercials which will be released in a series of 2-3 tvcs at a time in the following months.

    Virendra Saini, Executive Director, Triton Communications, says “We are thankful to the client for awarding us the business. Triton has a history of building brands from scratch and converting them to leaders or strong challenger brands in their respective categories. Right from the name RED HUNT to all that is gone into bringing the brand to the consumer, I am sure the youth won’t be able to resist its call on the shelf”.

    Jyotsna Parikh, Creative Head- Mumbai, Triton Communications says, “It’s a dream for every creative to launch a brand from scratch. I’m proud to say that the packaging that we created has already garnered a lot of eyeballs – in stores and amongst our peers. The communication idea is simple. We have Warnings as a creative device that tells men, if they use this amazing range of grooming products they are bound to be hunted. The track is peppy and uses a siren that’s taken forward in all the films and has already become a big hit.”

    Shail Patel, Director – AVL says “Having established LAYER’R SHOT and LAYER’R Wottagirl brand in the fragrance category; Adjavis Venture Ltd. (AVL) was always on the lookout for new offerings. Offerings that would be attractive make Men look and feel stylish. Extensive research and evaluating various options boiled down to Men’s Grooming Range, a category which is fast growing and gaining momentum with the youth of today.

    The task was to have a very strong Brand Name and a Communication Platform that would help us launch and differentiate our brand from the rest available in the market. With a brand name like Red Hunt and with our communications partner Triton Communications who came up with a bold look with regards to product packaging and a communication route – WARNING – You will be Hunted. RED HUNT.  All seemed to be working in synergy. Two launch communications are on air and many more will follow soon. All aiming to make the Youth of today, so Guys be Ready to Get Hunted”

  • Facebook’s ‘Why Am I Seeing This Ad’ update to help brands create better impact

    Facebook’s ‘Why Am I Seeing This Ad’ update to help brands create better impact

    MUMBAI: Social media giant Facebook recently announced some new controls to its ‘Why Am I Seeing This Ad’ feature offering more transparency and control to its users. The platform will now show more detailed information on the targeting parameters used and the source of information for a particular ad, among several other control measures for the users to pick which ads they want to see and which they don’t.

    Digichefs co-founder Deep Mehta feels that there was a strong need for Facebook to roll out features like these given ‘the scandals’ it had been involved in during the last few years.

    Logicserve Digital co-founder and CEO Prasad Shejale thinks that the social media company is making conscious efforts to take care of  users’ data & privacy and gain back their trust after numerous concerns that it has faced around user data misuse.

    He adds, “Also, we saw many countries passing laws to ensure user data is protected and not misused by companies and brands including GDPR, California Consumer Privacy Act and also India's Personal Data Protection Bill to be discussed in the upcoming parliament session. The new-age users are smart and becoming mindful about their data, its usage, and how, at times, unwanted ads often cross the fine line between being helpful and being spooky. This further adds to consumers' concern about how their information reaches the brand. They also feel the need for an option to opt-out of such marketing activities and, sometimes, judge the brands for exploiting users' behavioural data.”

    Times Internet COO-Indiatimes and lifestyle brands Angad Bhatia notes that this is a step in the right direction. “Empowering users to further control their newsfeed experience helps build a stronger relationship between the user and the platform. The more control users have, the better is the retention and higher is the uptake of the platform. Facebook has reached a critical mass from both the advertiser demand and user supply sides. This only leads to a better advertising recommendation. With this, advertisers can gauge customer affinity and organic pull of the brands by serving them their brands of choice.”

    Most of the digital industry is of the view that the move won’t impact the advertisers’ reach immediately. Shejale says, “I really don't think any good step like this can truly impact the reach. Rather, if they adhere to the rules, it will only help brands create better impact among the audiences and build their brand equity.”

    1702 Digital co-founder Mihir Joshi mentions that this is just the ‘learning phase’ for Facebook. He adds, “The new update in the Facebook feature won't impact the advertisers reach. Diligent audience targeting helps marketers achieve their goals. Seldom, they do bombard the user, which is when the question of ''Why do I see this Ad?'' arises.”

    However, Zolo co-founder and CEO Nikhil Sikri says that the move will impact the advertisers who use Facebook retargeting by uploading user lists which they’ve not generated themselves i.e. purchased from 3rd party vendors. “This change will have a long-standing impact on those businesses which are using the non-opt-in database as Facebook might stop those brands from targeting custom audiences and thus limit their reach on social channels.”

    The move is not only a great proposition for users worried about the safety of their data but comes as a great opportunity for advertisers looking to streamline their strategies and targeting approach.

    Triton Communications executive vice president Virendra Saini shares that it can help advertisers in checking competitors' ad targeting. This might help them in better planning their approach as well.

    Bhatia quips that such initiatives are a part of the bigger shift in the industry’s perspective of the advertiser-consumer relationship and thus they should look at it with an approach to embrace this system.

    He says, “The ‘spray and pray’ approach in advertising has rarely worked and is rightfully on its way out. It pays to effectively engage potential customers via a meaningful conversation about your brand than sneak in pop-up ads that are jarring and disrupt their experience.”

  • #Giftoftime campaign by Mother’s Recipe encourages women to do what they love every day

    #Giftoftime campaign by Mother’s Recipe encourages women to do what they love every day

    MUMBAI: Weeks after Women’s Day, Mother’s Recipe has launched #GiftofTime campaign encouraging women to do what they love. A part of its “taste the love” series, the campaign drives home an important message that women should celebrate themselves every day and not just on 8 March.

    The campaign has been conceptualised by Mother’s Recipe chief strategy officer Sanjana Desai and Mothers’ Recipe team along with the creative agency Triton communications and is LIVE on multiple digital platforms like YouTube and Facebook.

    Speaking about the campaign, Desai said, In the effort to look after the entire family, the I is often lost, but as individuality is rising and the guilt slipping away, as a brand we should pave the way for her.  So, with this campaign, our objective is to highlight and address a larger challenge faced today. Mother Recipe strongly believes in offering lifestyle solutions, making a meaningful difference to the lives of their consumers. With our products, we want to enable our consumers in the kitchen, enrich them and not replace them. By helping them save time in the kitchen so that they could spare some time to do what they love.”

    She further added, “It is not about celebrating one particular day, hence we deliberately stayed away from launching the campaign on women’s day. It is about looking beyond a specific day, aiming to bring about a change every day of the year.”

    Mother’s Recipe’s range of pastes, pickles, RTC, Instant mix and other products packs a punch of delicious flavours, regional tastes, convenience and simple cooking. The brand plans to amplify this campaign further through various unique online and offline engagements, and radio presence.

    Triton communications executive director Virendra Saini said, “Women in today's scenario have just forgotten to spare some free time for themselves to follow their hobbies. They have restricted themselves to a set framework which they operate in a monotonous manner. With this campaign we really wanted women to realize their potential and take time to fulfill whatever they love doing. The idea is not to eliminate or compromise on the existing responsibilities but enrich and empower by gifting them some valuable time for themselves; hence ‘#Giftoftime’.”

  • Triton Communications appoints Sam Husaini to head North India biz

    Triton Communications appoints Sam Husaini to head North India biz

    MUMBAI: Indian private communications agency, Triton Communications, has appointed Sam Husaini as president for North India business.

    As part of his role, Husaini will ensure the growth of the agency and will provide existing and potential clients with an indispensable partnership that catalyses their quest for prosperity and greatness.

    Sam Husaini is a passionate and visionary business leader, with over two decades of marketing, branding, communications and transformation experience in India and the Middle East.

    Triton Communications founder and director Ali Merchant says, “We are aiming to be among the top five integrated communications agency in the next three years in North India, for this, we need strong yet disruptive minds to make it happen. We are confident that Sam Husaini will provide the leadership to make it a reality as president, North India of Triton Communications.”

    Munawar Syed, director for the agency recognises Sam to be a well-qualified, well-experienced communications professional with a humane leadership style that endears and earns respect.

    Husaini has worked for challenging brands in India and the Middle East across diverse business verticals such as telecom, banking & finance, consumer appliances, insurance, automotive, retail, food & beverage, household cleaning products, government services, real estate, media, sporting events, aviation and heavy industry.

    He started his career with Lintas in Mumbai and then moved on to work with Leo Burnett and McCann Erickson in Delhi and later with the BBDO Network in the MENA region.

    Incorporated in 1991 by Ali Merchant and Munawar Syed, Triton has worked for clients including Adani-Wilmar, Eureka Forbes, Officer’s Choice and Yes Bank among others.

  • Triton Communications on a hat-trick; bags the creative mandate for Soujanya

    Triton Communications on a hat-trick; bags the creative mandate for Soujanya

    MUMBAI: Triton Communications is on a winning spree and its latest win is bagging the creative mandate for Soujanya, a leader for innovations in colorant manufacturing and research. Very recently, Triton Communications announced that it had won the mandate for Ambuja Cement Ltd. To add to this, it had also secured the mandate for SAMCO, India’s fastest growing company in the discount broking segment, late last year.

    Soujanya is known to translate technology into products that are changing the way people experience the world around them. It understands the true complexity and utilizes their learning and their expertise to develop perfect solutions that will propel their partners business.

    Commenting on the appointment, Soujanya of Director, Jashan Bhumkar says “We’re at the culmination of a year- long brand repositioning process from a traditional B2B color product manufacturer to a total color solutions provider. We’re glad to have partnered with Triton Communications to bring to life our new brand identity through various visual, print and digital media. We are excited to be working with Triton’s team who we’ve found to be thoroughly professional and extremely creative.”

    Talking about the Soujanya win, Triton Mumbai, Executive director and head, Virendra Saini says, “The organization is a pioneer in developing, researching, manufacturing and supplying color dispersion products par excellence. It is a conglomerate that thrives on quality, innovation, service, and environment responsibility. We are extremely happy to partner with them in this growth journey.”

    Viren further adds, “All the three are truly prestigious wins for us. Triton has launched and created some memorable campaigns in the past and this aggressive approach will continue. My mission as Executive Director is to make Triton a formidable name in the industry. I look forward to building the Agency into a stronger, more resilient force to reckon with in the industry.”

    Triton Communications has been on the Indian advertising scene for a little less than three decades and has had mega institutions such as Adani-Wilmar, Eureka Forbes, Officer’s Choice and YES BANK on its portfolio. Incorporated in 1991 by Ali Merchant and Munawar Syed, Triton has partnered with several brands including Moov, Aquaguard, Set Wet, Fortune, NECC and others. 

  • Aquaguard now asks consumers to listen to ‘Sehat Ki Awaaz’

    Aquaguard now asks consumers to listen to ‘Sehat Ki Awaaz’

     MUMBAI: Health has its voice, listen to it. This is what the new TVC of Aquaguard, ‘Sehat Ki Awaaz’, conveys to its consumers. The new ad campaign by Eureka Forbes is a step towards positioning Aquaguard ‘Paani Ka Doctor’ to ‘Healthiest Water on Earth.

     

    The TVC hits on where it hurts the most to any mother- ‘Her unhealthy child’. The TVC shows a doctor educating the mother about the new technologies that Aquaguard uses to ensure good health of its consumers.

     

    The ad campaign educates consumers about the various nutrients available in drinking water, essential for good health.

     

    “Water contains important minerals like calcium, sodium, potassium, magnesium and many more which are unequivocally essential for human health. Eureka Forbes believes that pure and safe drinking water is birthright of every individual and Aquaguard is our offering to the huge consumer base,” says Eureka Forbes CEO direct sales and marketing head Marzin R. Shroff.

     

    The new TVC positions Aquaguard as the ‘Healthiest Water on Earth’. “Aquaguard has not only emerged as leader but ultimate solution provider in the area of drinking water. The brand was positioned as the Expert Advisor and hence derived to the positioning of Paani Ka Doctor. To reinforce this change from ‘Purity to Nutrition’, ‘Aquaguard Paani ka Doctor’ has now positioned itself as the ‘Healthiest Water on Earth’. Aquaguard’s new communication will play catalyst in creating awareness among consumers about the health benefits associated with drinking water,” informs Triton Communications CEO and NCD Renton D’Sousa.

  • Eggfirst brings on senior hires to bolster business

    MUMBAI: Two new senior egg-xecutives have rolled into Mumbai based creative agency Eggfirst. Both have oodles of agency experience under their shell.

    Hitesh Sohandani who has been hired as business head has worked for nearly 15 years in agencies such as Triton Communications (11 years in two stints of around five years each) and Everest Brand Solutions, apart from hopping over on to the client side (Suashish Diamonds for a short stint. Sohandani was part of the team that rebranded water purifier brand Aquaguard Total.

    Sunil Balan has been recruited as the agency‘s client servicing director and has close to 10 years experience with agencies such as Quadrant Communications (seven years) and also Creative Juice (an agency he helped start).His expertise lies in marketing communications, brand management, digital marketing and strategic communications.

    Says Sohandani: “I am absolutely delighted and am looking forward to the exciting opportunities at Eggfirst. Given the ambitious growth plans, I am relishing the challenges that lie ahead.”

    Adds Balan: “Eggfirst is the place I was looking to work with to do some really exciting work. With an immensely hard working team, I am keen on working with them to take it to the next level”.

    Eggfirst chairman & managing director Ravi Banka believes that their joining his agency is going to really strengthen the management. Says he: “In the ever-evolving business environment where consumers are co-creators of brands, and with the competition being cutthroat among agencies, Eggfirst is looking at getting on board clients known for their creative breakthroughs. I am confident that Balan and Sohandani will play an important role in helping Eggfirst expore new endeavours in coming years.”

    Eggfirst is a full service advertising agency which offers end to end creative solutions. It has two other wings – 5 degrees which digital provides end to end digital marketing and social media strategy solutions. It also has a specialised retail wing called Eggfirst Mandi. The agency’s clients have included Unilever, Vim, Hari Darshan, Tata Consulting Services, Tata Salt, Shalimar Paints, Reliance Digital, Maya Digital, Shivam autozone and Blaupunkt.

  • Triton Communications bags Greenways creative mandate

    MUMBAI: Pune-based Greenways Foods & Beverages (D) Pvt.Ltd, part of the 40-year-old Pushpam Group has awarded its creative mandate to Triton Communications.

    The agency won the account after a long evaluation process which began in January.

    The Mumbai office of Triton Communications will handle the account and will be responsible for creating a unique communication strategy to strengthen the brand imagery of Greenways Foods & Beverages‘ various brands in the beverage category.

    Currently the company has launched its two products; first being Notty – fruit-energy drink (Non Caffeinated) for children in the Indian market for first time in this category with 4 flavours (Strawberry, Pink Guava, Mango and Multi Fruit). Second is Lounge Myx, a range of non-alcoholic mixers created by a crew of professional bartenders.

    Greenways Foods & Beverages MD Sachin Chopda said, “Triton Communications‘ understanding of the sector and our vision coupled with the innovative theme they presented made us choose them as our partner. We look forward to a continued association with them to help us achieve food and beverage business growth.”

    Greenways GM marketing and sales Vinod Gaikwad said, “We are happy to be associated with the Triton team who will partner us in our brand building journey ahead. The team has a good understanding of the Indian consumers and we believe they‘ll help us connect better with our well defined customers for Notty- Fortified fruit drink, I Can- Energy drink and Lounge Myx- Range of Classic Mocktails.””

    Triton Communications CEO and NCD Renton D‘Sousa said, “Triton is proud to be associated with Greenways and to be a part of the team that will launch the new brands. We have a track record of launching Indian brands and creating market leaders in the categories they operate in, in a short time. Our wealth of F&B experience and understanding of the New Age Indian consumer is sure to give established competition a run for their money.”

    Triton Communications head- strategic planning Pankaj Arora said, “The beverage category in the country has been fairly cluttered with all the big brands in the fray. Sharper segmentation coupled with an innovative creative approach is sure to generate a lot of excitement in the category. Look out for some great fun work for Greenways from Triton.”