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Tag: Varun Koorichh

  • Signature Packaged Drinking Water presents Ziro Festival 2024

    Signature Packaged Drinking Water presents Ziro Festival 2024

    Mumbai: “The earth has music for those who listen.”-William Shakespeare.

    A life connected to nature can be deeply rewarding. Signature Packaged Drinking Water encourages natural living and has partnered with the Ziro Festival, a major festival in India set in Ziro Valley, Arunachal Pradesh. The festival, running from 26 to 29 September 2024, offers a range of experiences for nature and music lovers.

    The Ziro Festival promotes eco-friendly practices with activities like masterclasses, farm-to-table cuisine, and plogging. It features bamboo and Apatani craftsmanship, biodegradable Tamul plates, and reclaimed wood signages. Free water is provided to encourage the use of reusable bottles.

    This year’s festival includes a diverse lineup of musicians: Tamikrest with their Tuareg beats, Kailash Kher’s soulful performance, genre-blending Hanumankind, Kerala’s hip hop star Dabzee, Singapore’s post-rock band Amateur, Arunachal’s Dobom Doji Carolina Norbu, Nepali chart-topper Sushant KC, Swedish psych-rock group Hollow Ship, and Veena maestro Dr. Jayanti Ramesh.

    Diageo India VP and portfolio head, marketing, Varun Koorichh said, “As we continue our relationship with Ziro Music Festival as the presenting partner, we recognize that new age consumers are proactive, informed, and intentional in their choices, seeking meaningful experiences. There is a clear shift towards mindful living among today’s diverse audiences. Last year’s success reinforced the synergy between Signature Packaged Drinking Water’s ‘Live Good, Do Good’ philosophy and the Ziro Music Festival’s reputation as one of the most eco-friendly music festivals in India. This year, our focus is to build on that success and take it to newer heights. Set in stunning Arunachal Pradesh, the festival offers a stellar lineup, immersive experiences, farm-to-table cuisine, and eco-conscious initiatives. Our partnership aims to bring together nature enthusiasts, positioning Signature Packaged Drinking Water at the forefront of a space where music and eco-conscious living blend to create an immersive and impactful experience to enable meaningful connections with nature.”

    Ziro Festival co-founder and creative producer Anup Kutty said, “Ziro Festival has always been about discovering new sounds and creating a space where artists can connect with a diverse, global audience against the backdrop of the spectacular Ziro valley. Each year, we’re amazed at how music from all parts of the world resonates with our attendees. This is what makes Ziro Festival so special, and we’re thrilled to have partners like Signature supporting this mission of discovery.”

    Ziro Festival co-founder and festival director Bobby Hano said, “Sustainability has been at the heart of Ziro Festival since its inception. Our partnership with Signature Packaged Drinking Water is an important step in continuing our commitment to preserving the environment while celebrating music and culture. Together, we aim to showcase how events like ours can balance eco-conscious practices with impactful, memorable experiences.”

    Signature Packaged Drinking Water invites green seekers to reconnect and revel in nature’s authentic experiences at Ziro whilst embracing the art of mindful living for a more vibrant and harmonious future.

  • The House of McDowell’s Soda returns with Yaari Jam on 4 August

    The House of McDowell’s Soda returns with Yaari Jam on 4 August

    Mumbai: The House of McDowell’s Soda has announced the return of The House of McDowell’s Soda Yaari Jam, a musical event scheduled for 4 August 2024, at NSCI Dome, Mumbai. This event aims to make Friendship Day special with a night of music and entertainment.

    Featuring a stellar lineup of Gen Z favorites Ritviz, Sanam, Lisa, Lothika & Zaeden, Yaari Jam promises to have everyone grooving and singing along to the latest chart-topping hits. The House of McDowell’s Soda has long been associated with the heartwarming tales of Yaari serving as a catalyst for friendships and solidarity through its compelling storytelling. Yaaron Waali Baat highlights the limitless possibilities that arise from meaningful connections and how small gestures can leave a lasting impact on friends.

    Diageo India VP and portfolio head of marketing, Varun Koorichh said, “We are absolutely thrilled to celebrate this Friendship Day with Yaari Jam, to make it the most unforgettable experience for all the yaars! At The House of McDowell’s Soda, we passionately believe in the transformative power of friendships to uplift and empower individuals. This year, Yaari Jam is set to exceed all expectations with an electrifying lineup of artists, guaranteeing an unparalleled celebration of friendship. Join us as we unite yaars across the nation, celebrating the true spirit of friendship and creating memories that will last a lifetime. Let’s make this Friendship Day the most joyous and empowering event ever!”

    Speaking on the occasion, Sanam said, “We are excited to be part of Yaari Jam as it’s more than just a music concert. We can’t wait to perform alongside the other artists to contribute to an unforgettable evening of music and camaraderie that will resonate with everyone attending. It’s about celebrating the essence of ‘Yaaron Waali Baat’ that House of McDowell’s Soda embraces so beautifully.”

    Speaking on the association, Lisa Mishra said, “The stage is where we transform music into a living, breathing experience. We’re coming together to create something special at Yaari Jam, an evening filled with energy, connection, and unforgettable moments. Let’s make this concert a celebration of our shared love for music and friendships.”

    Zaeden said “Being part of Yaari Jam means being part of something bigger, celebrating friendship through music. I’ll be singing all the new songs from my album “Zaeden 02” and really excited about the new set. I can’t wait to share the stage with some of my favorite artists and make you all have the best time ever!”

    The event is produced by Tribevibe, supported by SPONCO, & ticketing partner – BookMyShow.

    Link to buy tickets: https://in.bookmyshow.com/events/mcdowell-s-yaari-jam/ET00403074v

  • “We are dedicated to driving meaning and distinction through our campaigns:” Diageo India’s Varun Koorichh

    “We are dedicated to driving meaning and distinction through our campaigns:” Diageo India’s Varun Koorichh

    Mumbai: In life, choosing the road less traveled often makes the biggest impact. The recent Choosebold 2.0 campaign by Royal Challenge packaged drinking water celebrates this spirit with stars like Virat Kohli, Smriti Mandhana, and Vidyut Jammwal. Through their stories of bold choices, the campaign aims to inspire others to break free from convention and live boldly.

    Indiantelevision.com caught up with Diageo India VP and portfolio head, marketing, Varun Koorichh to gain deeper insights about the campaign, its long-term goals, and more…

    Edited Excerpts:

    On Choose Bold 2.0 differing from last year’s campaign

    The initial phase of the Choose Bold campaign from last year (Naya Sher anthem) established Naya Shers as bold and fearless individuals who choose an unconventional path, they embrace a bold journey, unafraid of the challenges or consequences. This year, we’re making a significant shift in perspective to further elevate and deepen this core philosophy in the minds of our consumers. Choosing Bold isn’t just about being brave, it’s about embracing challenges and winning against all odds with the belief that life chooses you when you choose bold. We aim to reinforce the brand’s core ethos and deepen its resonance, positioning Choose Bold 2.0 as not just a continuation but a significant advancement in our journey to inspire and empower.

    On Royal Challenge packaged drinking water’s philosophy in this year’s 360-degree marketing campaign

    The Choose Bold philosophy is integrated throughout our 360-degree marketing campaign via key strategies, reflecting our commitment to fostering boldness in every facet of life.

    1   This year, we’ve enhanced the ChooseBold narrative using a linear storytelling approach, featuring influential figures like Virat, Smriti, and Vidyut. It creates a coherent journey that our audience can connect with on a personal level, making the message about bold choices more impactful and relatable.

    2   Our campaign is designed to be omnipresent, seamlessly engaging our audience across various channels. We’ve integrated our message across digital platforms, social media, traditional media and on-ground activations. This unified approach creates an immersive brand experience and reinforces our message consistently.

    3   We are dedicated to driving meaning and distinction through our campaigns. The ChooseBold 2.0 campaign goes beyond promoting bold choices; it highlights the importance of these choices in shaping one’s identity and future. By encouraging our audience to make bold choices and play their own game every day, we strive to make a lasting impact that sets our brand apart in the marketplace.

    On the selection process of ambassadors like Virat Kohli, Smriti Mandhana, and Vidyut Jamwal for Choose Bold 2.0 and the unique qualities or values they bring to the campaign

    Selecting Virat Kohli, Smriti Mandhana, and Vidyut Jamwal for Choose Bold 2.0 strategically aligns our campaign with individuals embodying fearlessness and determination. Virat Kohli, a global cricket icon, the epitome of bold choices embodies the spirit of rising against all odds. For over a decade, he has been a prominent part of Royal Challenge Packaged Drinking Water, perfectly reflecting the brand’s message. Smriti Mandhana, a trailblazer in women’s cricket, showed bold leadership by guiding her team to victory in the Women’s T20 tournament, demonstrating remarkable resilience. She embraced boldness and took risks when others played it safe, proving herself as a formidable force to be reckoned with. And, the nation’s best action hero, Vidyut Jammwal embraced boldness by returning to his martial arts roots after overcoming a significant injury. These stories of perseverance perfectly reflect the bold choices we aim to celebrate with Choose Bold 2.0. Together, these Naya Shers authentically connect with diverse audiences, inspiring them to embrace bold choices and champion their own paths with confidence.

    On Choose Bold 2.0 campaign’s market reach expansion and your plan to adapt the messaging or strategy for these markets

    At present, our focus is on expanding our presence in regional markets. We recognise the importance of connecting with diverse audiences across different regions, each with its unique preferences and cultural nuances. This approach allows us to tailor our campaigns and messages effectively, ensuring relevance and resonance locally.

    On the role that digital marketing plays in Choose Bold 2.0 compared to traditional channels

    As a digital-first organisation, we leverage the vast reach and capabilities of digital media to create a comprehensive and effective marketing approach. This allows us to reach a global audience with tailored messages, expanding our brand’s visibility and engagement beyond the limits of traditional channels. Our campaigns are seamlessly integrated across multiple platforms, maintaining consistent messaging and a unified brand experience. This omnichannel approach helps us identify the consumer journey and target effectively, resulting in a more cohesive and impactful marketing strategy.

    On the long-term brand goals that the Choose Bold campaign aims to achieve

    The Choosebold 2.0 campaign is designed to achieve long-term brand goals that will drive the overall equity of the brand and solidify its position as a true challenger brand in the market. The campaign will position our brand as a distinctive and innovative leader and help us achieve sustained growth and success. Our aim is to challenge the status quo by redefining consumer expectations and establishing new standards in the industry.

  • The House of McDowell’s Soda unveils ‘Yaari Hai Imaan’ anthem

    The House of McDowell’s Soda unveils ‘Yaari Hai Imaan’ anthem

    Mumbai: It was in 1973 when the country crooned to the ultimate friendship anthem – Yaari Hai Imaan. In 2024, The House of McDowell’s Soda is bringing it back with an all-new rendition created by the rapper – Raftaar and Jasleen Royal. The song released just in time for friendship day on Saregama Music YouTube channel. The track is a classic tribute to friendship and celebrates the essence of Yaaron Waali Baat.

    This fresh, unique twist on the classic Bollywood song ‘Yaari Hai Imaan’ reiterates the importance of having trust in friendships and portrays the depth and loyalty that true friendships embody. Known for his raw lyricism and unapologetic style, Raftaar goes all out as his musical prowess shines with Jasleen lending her soulful vocals to this levitating rendition.

    The song beautifully captures the essence of ‘Yaaron Waali Baat’ through its captivating tunes, lyrics, and beats, set to become a chart-topper as listeners are bound to play it on repeat. The lyrics emphasise that strong friendships open doors to endless possibilities. When friends trust and support each other, they can fight all odds and achieve success together. This encourages individuals to explore their full potential. The song has released on Saregama Music YouTube channel and is live across audio streaming apps.

    Diageo India vice president and portfolio head, marketing, Varun Koorichh said, “The House of McDowell’s Soda believes in the profound impact of fostering strong and meaningful connections. Yaari Hai Imaan is a testament to the power of true camaraderie and the joy it brings into our lives. By celebrating the unwavering strength of meaningful connections, the song beautifully captures how limitless possibilities can unfold when friends stand united against all odds. This highly energetic and infectious rendition by Raftaar and Jasleen Royal will undoubtedly resonate deeply with listeners of all generations.”

    Speaking of the association, Raftaar said, “Friendship, like music, knows no bounds. When we started composing ‘Yaari Hai Imaan’, the lyrics and rhythm instantly resonated with me. My journey in this industry has been shaped by the love and support of my dear Yaars, inspiring my music and guiding my path. Collaborating with The House of McDowell’s Soda has been an enriching experience, celebrating connections that inspire and uplift. This song is destined to find its way into everyone’s playlist, especially resonating with those who have experienced the joy of true camaraderie.”

    Yaari Hai Imaan will be available on all major streaming platforms starting 20 July.

  • Royal Challenge Packaged Drinking Water unveils new TVC campaign ‘Choosebold 2.0’

    Royal Challenge Packaged Drinking Water unveils new TVC campaign ‘Choosebold 2.0’

    Mumbai: “Believing in myself and choosing bold has always been my mantra in life” – Virat Kohli

    In the unpredictable realms of life, we often find ourselves standing at a crossroads, faced with a choice between the well-trodden path and something a bit more off-the-wall. It’s those who opt for the road less traveled that really make a mark. Choosing Bold isn’t just about being brave; it’s about embracing challenges with the belief that you can conquer them, standing out from the crowd and lighting the way for others. Choosebold 2.0 is an ode to such individuals who fearlessly pave their own paths, inspiring us all to follow suit. The TVC features country’s star player, Virat Kohli known for embracing boldness in every aspect of his life, along with cricketer Smriti Mandhana and actor Vidyut Jamwal.

    The groovy rap anthem that wowed the audience last year with Divine, returns with a new rendition, Choosebold 2.0 which is a tribute to the ones who are progressive and fearlessly play their own game in life. The TVC also seeks to inspire aspiring individuals to break free from the shackles of society to choose bold rather than safe. Choosebold 2.0 is a display of the bold choices each of them made in life. From Virat’s success due to his fearless choices in life and on ground to the celebration of Smriti Mandhana‘s bold leadership in guiding her team to victory during the Women’s T20 tournament, showcasing remarkable resilience. And, the nation’s best action hero, Vidyut Jammwal’s journey as he embraced boldness by returning to his martial arts roots after overcoming a significant injury.

    Naya Shers are those who believe in choosing bold and in pushing the boundaries of what is possible. The brand aims to unite such Naya Shers from all corners of the world and inspire others to break free from societal norms and live life on their own terms.

    Speaking about the TVC, Diageo India VP and portfolio head, marketing, Varun Koorichh said, “Royal Challenge Packaged Drinking Water is an aspirational brand that celebrates those who defy conventions and choose bold. Our new rendition, Choosebold 2.0 aligns with our brand ethos which encourages individuals to celebrate the pivotal moments of choosing bold. Featuring prominent personalities who choose bold in their lives, like Virat Kohli whose success is a testament to his fearless decisions, both on and off the field. Smriti Mandhana’s never say never attitude that steered her team to victory during Women’s T20 tournament this year, and Vidyut Jammwal’s grit and passion triumphing over an injury and embodying the essence of perseverance. Choose Bold 2.0 goes beyond a campaign as it empowers individuals to unleash their inner strength, resonating with our commitment to celebrating boldness.”

    Speaking on the occasion, Virat Kohli said, “In life and in cricket, I have stayed true to my authentic self, choosing to lead the way rather than blend into the crowd. I believe that embracing the bold spirit has brought me closer to everything I have envisioned for myself. Like I said in the rap, I succeeded when I Choose Bold! I look forward to the next generation of Naya Shers to take inspiration from the TVC, to live boldly and fearlessly.”

    Speaking about the association, Smriti Mandhana said, “Breaking barriers and creating my own path in cricket has been an enriching experience, all because I chose to lead and make bold choices rather than settle for less. I always encourage others to follow their hearts and embrace bold choices in life. Choosebold 2.0 is an exceptionally captivating tribute to those who refuse to settle and embrace the spirit of boldness in every aspect of life.”

  • RCB unveils Royal Challenge packaged drinking water as an official partner

    RCB unveils Royal Challenge packaged drinking water as an official partner

    Mumbai: Royal Challenge packaged drinking water, announced its association with Royal Challengers Bengaluru, as an official partner during this T20 season. Following a successful collaboration with the Royal Challengers Bengaluru women’s T20 team, the reigning champions this season, the brand continues its longstanding partnership with the men’s team for the 2024 T20 season. This year, Royal Challenge Packaged Drinking Water will bring the festive spirit to town alongside the cricket season, inspiring every player to #ChooseBold.

    Speaking about this association, Diageo India VP and portfolio head, marketing Varun Koorichh said, “Cricket is a sporting extravaganza that brings the entire country together with inspiring sporting action that’s a feast for Indians across the country. We are excited to be associated with Royal Challengers Bengaluru as an official partner. It is exciting to see the Naya Shers #ChooseBold because they truly embody the spirit of the brand and we wish them all the luck for the ongoing season!”

    Royal Challengers Bengaluru VP & head Rajesh Menon said, “Taking on the challenge and celebrating boldness has always been the spirit of Royal Challengers Bengaluru. We are thrilled to join forces with Royal Challenge Packaged Drinking Water, a brand that shares our ethos by choosing bold in all their endeavours.”