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Tag: Unmisha Bhatt

  • BonKaso unveils ‘BonKaso Hota, To Yeh Nahin Hota’ campaign

    BonKaso unveils ‘BonKaso Hota, To Yeh Nahin Hota’ campaign

    Mumbai: BonKaso, a home essentials brand, has launched its latest campaign, ‘Bonkaso hota, toh yeh nahin hota,’ with a series of engaging digital films. This campaign marks a significant step in BonKaso’s brand-building strategy as it aims to expand its D2C footprint.

    The campaign has been developed by Tonic Worldwide, which recently won the brand’s integrated digital marketing mandate, and is being handled out of the Bangalore office. The campaign’s theme draws from their consumer insights, shaping Bonkaso’s unique positioning as a value-driven solution that works for the user, and works for the home.

    The campaign’s centerpiece is a series of films featuring a husband-wife duo navigating real-life, relatable situations. The light-hearted and humorous narratives illustrate how Bonkaso’s products simplify everyday challenges, demonstrating the brand’s promise of adding value with functional utility.

    Tonic Worldwide co-founder and chief strategy officer Unmisha Bhatt expressed her views on the campaign launch, “We are thrilled to partner with BonKaso on their journey to becoming a household name in the home essentials space. Our goal is to showcase how BonKaso’s products seamlessly blend functionality and design, enhancing daily life and lifestyle. This campaign creates narratives that resonate with consumers, highlighting the value and joy BonKaso brings to homes. We’ve developed a comprehensive digital strategy, focusing on both brand awareness and consideration, leveraging content creators to amplify the products and proposition, while also integrating the e-commerce shopping festivals.”

    BonKaso business head Rehan Shaikh mentioned, “We are delighted to partner with Tonic Worldwide to drive the digital marketing campaign of our brand BonKaso. The campaign has been built around the problem-solving attribute of BonKaso, which enables our consumer to deal with everyday challenges faced in their home.”

    The campaign will be promoted across major social media and video platforms. This multi-channel approach aims to drive engagement and build a strong emotional connection with the audience, positioning Bonkaso as the go-to brand for home essentials.

  • Tonic Worldwide’s research division GIPSI launches ‘The Festive Report’ part one

    Tonic Worldwide’s research division GIPSI launches ‘The Festive Report’ part one

    Mumbai: GIPSI, the HI+AI insights division of Tonic Worldwide has launched ‘The Festive Report’ part one. The report captures unique insights which are a mix of popular sentiment and undercurrents. The insights will give marketers hacks on SM, content and commerce and also what lingo to use. GIPSI will also launch part two of the festive report focusing on performance insights.

    Speaking on the findings of the festive report, national strategy director and GIPSI co-head Anjali Malthankar said, “Part one of the report can be a marketers-ready reckoner for the 2024 festive calendar. This year’s report highlights several, specific, actionable insights relevant to the festive season which marketers can benefit from. My favourite is ‘Unusual Activities’ as it explores unique, untapped pockets of festive activities. We will soon be releasing part two of The festive report which will focus on the performance insights of the festive season. Every year GIPSI produces festive reports in unique avatars eg. last year we produced Indian Festive Gifters. This year we have The Festive Report in two parts to delight marketers.”

    Tonic Worldwide co-founder and CSO Unmisha Bhatt expressed, “In the ever-evolving digital world, there is a an opportunity for brands to deepen their engagement with consumers during the cluttered festive season.  With Gipsi’s festive edition, we aim to share ways to deepen engagement, building consideration. In the next edition, we focus on the business side by highlighting ways and means to constantly nurture leads further translating to conversions and advocacy. The goal is to enable brands to maximise their share of the basket when consumers are in a mood to indulge.”

    GIPSI, uses a unique methodology of HI+ AI which triangulates multiple data points to decode and deliver actionable insights. The model applied for this report is GIPSI deep listening which scans through multiple data points.

    Report highlights:

    Festive season hacks on digital: In recent times, digital has introduced new updates & new content formats for brands to experiment with. We see that notifications are desirable with an eight times rise in conversations about innovative notifications by apps since Jan’24. You will find hacks like live streaming exclusively for close friends, new interactive stickers on Instagram Stories, and fresh opportunities to engage with the audience.

    Match My Lingo: With over six million GRWM posts on Instagram, 120K mentions of the phrase ‘just dropped’, the next generation’s dictionary of lingos keeps updating every passing day. By tracking and incorporating emerging lingo into festive strategy brands can optimize content for the season with the right keywords and resonate with the audience. Check out 20+ lingos to vibe with your audience this festive season.

    OG vs AG: Consumers are having mixed feelings about AI and how it may be used this festive season. While 30 per cent conversations happened around using AI as a festive planner, there is a 189 per cent increase in negative memes around AI which suggests a corresponding rise in apprehension. With a 629 per cent rise in conversations about learning to identify AI-generated content, consumers are increasingly questioning the authenticity of digital information, asking the question, “Is it safe or sus?”

    Unusual festive activities: Watch out for festive dating this season which is likely to replicate last year’s pattern of rise (171 per cent) in matching with partners during the festive season. Indians will not just travel home this festive but also explore other locations and new experiences. There is a 23 per cent rise in discussions around planning cruise holidays with family.This season, we may also see a dual-spending scenario by consumers as the wedding & festive seasons’ timeline overlaps.

    Discover new content & commerce: With a 16x rise in discussions around livestream shopping, we see consumers hop to shop at a new destination. Seeking inspiration from festive content, consumers are increasingly exploring ‘eco chic fashion’ and healthier alternatives to festive snacking. Moreover, they are loving ‘cheat sheets’ for hard-to-find products from offline & online stores as we see a 278 per cent rise in conversations around ‘festive finds’, making this a festive season of discovery and conscious consumption.

  • Weekend Unwind with: Unmisha Bhatt co-founder & chief strategy officer of Tonic Worldwide

    Weekend Unwind with: Unmisha Bhatt co-founder & chief strategy officer of Tonic Worldwide

    MUMBAI: Another weekend is upon us, and so is the time to unwind with yet another edition of IndianTelevision.com’s Weekend Unwind – A series of informal chats that peek into the mind of a corporate executive to get to know the person behind the title a little better.

    In this week’s session, we have Tonic Worldwide co-founder & chief strategy officer Unmisha Bhatt opening up the windows to her mind and heart, to offer a glimpse of what’s behind her professional persona.

    A marcom professional with over 20 years of experience in developing brand communication & strategies across consumer touch points, she leads strategy on all brands and enables new markets & global expansion as chief strategy officer of Tonic Worldwide. A founding member of the agency’s Dubai office for the Middle East region, and a key driving force for her team across both markets, she divides her time between Dubai and India. Her goal is to bring out the best in her team members, while setting new benchmarks & supporting them with mentorship and support as required. From the last couple of years, Unmisha has also been guest faculty for management students and conducts several training & development workshops to build young talent.

    So here goes:

    – Your mantra for life

    Live and Let live.

    -A Book you are currently reading/plan to read

    Loads of them. I have this habit of reading many books at one time. Keep jumping to my mood. Current ones that are ongoing are ‘Radical Candor’, ‘Everybody Lies’. Also, Archie comics! They are fun and take me back in time. Then there’s my all-time favourite which I keep re-reading all the time, ‘One + One = 3’. The ones on my lists are “No Rules Rules”, “Pandeymonium” and some fiction mystery novels. They help me switch off.

    -Your Fitness mantra, especially during the pandemic

    There’s no better way to be fit then house work! The lockdown taught me that

    -Your comfort food

    Home-cooked food made by my mother-in-law. She’s the best chef ever. She can give every Michelin star chef a run for their money.

    -When the chips are down a quote/ philosophy that keeps you going?

    Count your blessings

    -Your guilty pleasure

    Vadapav, beer & end a cocktail evening with Chai. Lol yes, odd but that’s me.

    -When was the last time you tried something new?

    December 2019, jumped into the sea and swam to the shore of an island where the boat couldn’t hit the shore, in Maldives. Was a fun experience. Been long time since I tried something new yet again.

    -A life lesson you learnt the hard way

    All work and no play, makes Jack a dull boy (in this case Jill)

    What gets you excited about life?

    Travel, meeting, new people, and exploring different cultures in different countries

    What’s on top of your bucket list?

    Guest lectures in an international management college. Teaching is the best form of learning, and international teaching will help me learn about different cultures too

    If you could give one piece of advice to your younger self, what would it be?

    Spend more time with parents.

    An activity that keeps you motivated / charged during tough times

    Gratitude and keeping busy at work. I love what I do. I love my brands. I am very competitive and that keeps me motivated to do better.

    What lifts your spirits when life gets you down?

    For me it’s “who” lifts my spirits: My best friend, my partner-in-crime at work, my husband, Chetan Asher

    Your go-to stress buster

    Binge-watch any thriller series on OTTs or binge-read fiction. Helps me switch off and transport to another world.

    One thing you would most like to change about the world

    Call for peace. Live and let live.

  • Tonic Worldwide wins social media mandate for Warner Music India

    Tonic Worldwide wins social media mandate for Warner Music India

    MUMBAI: Following a competitive multi-agency pitch, Tonic Worldwide has bagged the social media mandate for Warner Music India. This follows Warner Music Group’s expansion plans in the country as detailed earlier this year. The account will be handled from Tonic Worldwide's Mumbai office.

    The agency will also help Warner Music India with digital strategy and execution to strengthen brand recall and build a strong community of digital followers.

    Tonic Worldwide CSO Unmisha Bhatt said, “It is a pleasure to be associated with a global music brand like Warner Music. India is a country of music lovers and streaming services are witnessing unprecedented growth. Our strategic and creative strengths, together with the team's passion helped us win the mandate for this iconic brand. It is an exciting opportunity, and we are looking forward to creating a strong and engaging consumer base for them on digital platforms.”

  • The comeback of iconic brands

    The comeback of iconic brands

    MUMBAI: In today’s metamorphic world, it is a constant struggle for brands to retain their identity and ensure that they are constantly in the minds of people. There have been iconic brands of the past which one fine day decided to vanish into thin air. Though still present, they dropped advertising and years later felt the urge to bounce back with a bang.

    Be it the mango flavoured drink Frooti, or Appy Fizz, Crompton products, deodorant Old Spice, mobile handset Nokia or television champion Onida with its iconic devil, all these brands were superheroes of their own time and in their respective categories but disappeared from television screens with digitisation and modernisation kicking in.

    After being away from television screens for sometime, Parle Agro’s Frooti hit the screens with a new brand ambassador Shahrukh Khan which helped in boosting sales. 

    Old Spice, which was known for its masculine and metrosexual male-dominated ad, came back with its new brand ambassador, Milind Soman in 2013, a man who women believe resonates with the company’s name and is an old spice himself. The ad helped Procter & Gamble (P&G) to target the metrosexual youth of today with India’s own ‘Iron Man’, doubling its revenue.

    The question for any comeback is whether to create a new product or reaffirm the brand legacy. Tonic Worldwide chief strategy officer Unmisha Bhatt believes that it is a bit of both since as long as the brands are broadly loyal to the category, the legacy is maintained. But in some cases, the brand and product may be obsolete. 

    She also notes that legacy can also backfire with millennials considering that the brand could be perceived as fuddy-duddy and outdated as the new age consumer is looking for ‘cooler’ brands and not heritage brands.

    Mediacom India managing partner Niti Kumar notes that once the brand has re-established itself it can move into line extensions and newer audiences and product line to stay relevant. 

    Today, we spend over 70 per cent of our waking hours on digital, especially mobile, with the rise of smartphone usage and data consumption in the broader strata of society. Hence, Bhatt thinks that while using a healthy media mix, brands need to embrace modern technologies so that their strategy is relevant not only for today but is also future-proof.

    While traditional media including television, hoardings, pamphlets among others would have been a great way to communicate and get the message across 20-30 years ago, they are no longer relevant. Today, regardless of the product, digital is the key to every brand’s communication and, hence, brands that want to come back should leverage it.

    One of the most important qualities that a brand needs to possess in this digital age is vigilance as today’s consumer needs answers and assistance at the drop of a hat and if a brand fails to deliver, there is a greater possibility of it snowing in Mumbai than of them giving you a second chance.

    Brands need to stay true to their legacy as it is after all their greatest asset, according to White Rivers Media CEO and co-founder Shrenik Gandhi. He also suggests brands to never underestimate the power of a beautiful story as stories make sales pitches palatable and no one likes to be sold to.

    Brands should play to their strength but they should not overestimate what their heritage brings to the table. Kumar thinks that sometimes, brands tend to think that because they’ve had a history and legacy in the past, it will still be relevant today, but that is not true and brands need to realise it because the consumer and market are evolving.

    For Gandhi, Maggi’s comeback after battling the shattering of trust and the rise of an unprecedented new competitor was something that kept all marketers hooked and was a historic example. To find a place back in the hearts, minds and plates of customers is tough, and Maggi did it effectively, albeit in a lot more than two minutes.

    While for Kumar Old Spice ad stood out among the rest, Bhatt thinks that Onida campaign was a fine example of a comeback and the recent television commercials during IPL matches are an example of that. They have evoked a great response, touching the nostalgic chord of the older generations and the contemporary ‘devil’ appealing to the younger masses also. However, it would have been exciting to see Onida also take a digital leap and connect with the millennials more smartly with engagement driven campaigns, new formats, tech interventions at retail outlets, e-commerce-based innovations and contextual weather-based innovative search campaigns, reviews and tech influencers.

    Communication is a bridge between the old generation and the new, and it helps in reaching smaller pockets of the nation. Any brand that communicates well with its audience is sure to succeed in the long run. This also means, changing the communication and its medium as and when required to keep up with changing times. Here’s to more brands that have resurrected or want to resurrect from the dead to capture the ever-fragmented market!

    Also Read :

    Indian TVCs that rapped with consumers

    Guest column: Ads that didn’t work!

    Mirza and the art of brand endorsement

    New Era up for hard graft in India

  • Tonic Media gets Unmisha Bhatt as director, global strategy

    MUMBAI: Unmisha Bhatt has been roped in by Tonic Media as director – global strategy. She will be responsible for driving planning and strategy functions as well as business globally starting with the Middle East.

    Bhatt will divide her time between the agency‘s Mumbai and Dubai offices. She will focus on integrating digital effectively with clients overall communication mix leveraging her experience of integrated brand communication.

    Prior to joining Tonic Media, Bhatt was with Bajaj Electricals as DGM – advertising and brand development. She joined Bajaj Electricals in September 2010 and led 360 degree advertising across three strategic businesses units; viz, Bajaj Appliances, Bajaj Lighting and Bajaj Fans.

    She has comprehensive experience of 12 years in Branding, Corporate Communication and Integrated Brand Communications across all consumer touch points. Her specialities include understanding consumer behaviour, defining brand essence and developing communication strategy accordingly. Her planning and strategic knowledge will add value to following a scientific approach towards digital communication.

    She has a total of 12 years‘ experience in the media industry having worked on both the agency and clients‘ side. She started her career as an ad sales executive with Reminiscent India Television Ltd in 2000. After a couple of years there, she moved on to Star India Pvt. Ltd. (Radio City 91 FM) – Mumbai as senior executive ad sales. She then went over to the agency side with Leo Burnett‘s Black Pencil where she worked for a year and a half before moving to Ogilvy and Mather as account director in 2006. In 2008, she moved to Kotak Investment Advisors as associate VP before going back to O&M in 2009 as client services director.

    She was also founder and principal consultant at Unified Brand Architect (UBA) which specialises in developing a single brand identity across all mediums thus creating a brand persona and equity.