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Tag: Vinod Kunj

  • Parle-G celebrates the evolution of motherhood into friendship

    Parle-G celebrates the evolution of motherhood into friendship

    MUMBAI: This Friendship Day, Parle-G has released its deeply moving Mother-Daughter film, a tribute to the beautiful evolution of one of life’s most powerful relationships. Through the story of a mother and her daughter, the film gently reminds us that sometimes our oldest relationships become our strongest friendships.

    Parle-G’s campaign this year is a call to pause and reflect on the unsung friendships in our lives, the bonds that weren’t chosen, but were always there.

    “Friendship isn’t just about who we laugh with, it’s also about those who quietly stand by us through every step of life,” said Mayank Shah, Vice President at Parle Products. “Through this film, we honour not just our bonds with friends, but the deeper bonds of companionship with those who are our silent pillars of support—our mothers, sisters, mentors—who’ve moulded us with love and care. Parle-G has always celebrated core emotions, which is the brand’s strength. The fact that we understand and empathise with our near and dear ones comes through naturally in this well-crafted film.”

    “This film reflects a generational shift in parenting. When we were growing up, parents were stern, often authoritarian figures. Their word was law. You listened, obeyed, and rarely questioned. But today’s parents are different. There’s a softer, more empathetic approach. They make the effort to understand their children’s world, to meet them where they are, and to build trust through friendship. That change in perspective lies at the heart of our film.”, said Thought Blurb Communications founder & chief creative officer, Vinod Kunj.

    When we are young, mothers are our first teachers, protectors, and disciplinarians. They make the rules, guide us, feed us, and with every Parle-G dunked in milk, they pass on tiny bits of wisdom. But with time, some things change.

    This film captures that emotional journey with incredible simplicity and honesty. Of going from dependency to deep connection, from mother and daughter to lifelong confidantes. “Today’s mother isn’t just parenting, she’s growing with her teen. She’s evolving, unlearning, listening, and effortlessly stepping into the role of a friend. And what’s beautiful is, it’s mutual. It’s a relationship I know intimately – as a daughter and as the mother of a teen. This film is a celebration of the quiet, unspoken friendship that so many mothers and daughters share today.”, said Thought Blurb Communications national creative director, Renu Somani.

    This Friendship Day, join Parle-G in celebrating the friendships that don’t begin in a playground, but in a kitchen, at a dining table, or in the quiet corners of a busy home. Because the journey from “Ma” to “best friend” is one of life’s most beautiful transitions. And like Parle-G, it’s a bond of a lifetime.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Parle-G (@officialparleg)

     

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  • Parle-G’s Diwali campaign revives the joy of simple celebrations

    Parle-G’s Diwali campaign revives the joy of simple celebrations

    Mumbai: Thought Blurb Communications has released a new three-minute Parle-G Diwali film, highlighting concerns about the erosion of tradition and the tokenism gradually seeping into this grand festival. This is the third film created by Thought Blurb Communications for Parle-G in the last 40 days, following films for Ganpati and Teacher’s Day.

    The narrative centers on a grandmother who feels despondent and alienated by a changing world and her grandson, who begins to understand the world that existed before his time. This realisation leads to significant decisions on the grandson’s part. The film explores various aspects of both characters, emphasising the need to preserve a way of life and the joy of working together as a family during celebrations, traditions that are fading as commercialisation takes over.

    The grandmother shares her memories of the joy that Diwali once brought, imparting a lesson that the grandson implicitly learns, compelling him to revive these customs. This moment isn’t framed as a teaching moment but as a transfer of joy, which aligns with the brand’s message: ‘Genius wohi, jo auron ke khushi mein paye apni khushi’.

    As Parle Products VP Mayank Shah puts it, “At every point of the spectrum, Parle-G films hope to evoke a certain amount of emotion. This has been a cornerstone of our past work. This Diwali, we decided to highlight our Diwali traditions in a unique way that has so far been unexplored.”

    Thought Blurb Communications founder & chief creative officer Vinod Kunj sums it up. “Diwali ads pose a certain difficulty. The scope has been defined over and over, and a lot has been created on the subject. I am proud of the team who stepped across the boundaries of thought and brought this concept to light.”

    Sometimes an idea comes from weeding away the chaff from the wheat. Thought Blurb Communications national creative director Renu Somani said, “We went through the Diwali ads of many brands from the past, and realized that this thought had not been explored, and not articulated as such. This concept had promise and we went for it.”

    Returning to basics is not a popular concept that resonates with younger people. However, seeing family members in a whole new light certainly is. When that perception sets in, the impulse to renew the relationship becomes imperative. By all accounts, Parle-G’s new Diwali film will make us look at or family in a whole new light. And with it, our relationship to Diwali.

  • Parle G’s releases its latest campaign to celebrate Ganesh Chaturthi

    Parle G’s releases its latest campaign to celebrate Ganesh Chaturthi

    Mumbai: We often take established traditions for granted because they are familiar. However, the younger generation sometimes questions these norms and offers a new perspective. Parle-G’s Ganesh Chaturthi film celebrates the spirit and joy that Lord Ganesha brings to homes during the festival.

    The film is created as a timeless discourse about tradition and gender. It refrains from preaching or instructing the audience. Instead, the audience is drawn in as part of the story. Parle-G’s brand becomes part of the storyline, with a nod to the broader message.

    The long-format film conceptualised and created by Thought Blurb Communications captures the mood and spirit of the festival. The film has been conceptualised in Marathi, since the festival holds more relevance in the Maharashtrian community and to reach a wider audience, it has been released in four more languages, as Ganeshotsav is now a pan-Indian festival.

    Released in a total of five regional languages, Hindi, Marathi, Kannada, Telugu and Gujarati the film aims to connect with the HSM market and build a stronger connection and recall value.

    The story revolves around the protagonist who is charmed by the hubbub of activity in the house in the days preceding the coming home of Lord Ganesha. While the rest of the household is caught up in the buoyant mood of bringing Ganpati home, we see a little girl ask an innocent question. She is not quite satisfied with the response. This is noticed by our protagonist. In the course of the film, the question is resolutely answered, and the family, including the young girl, walks away happy.

    The theme is explained succinctly by Parle Products VP Mayank Shah, “Parle-G is usually a participant in every festival and celebration in virtually every household in the country. The idea is powerful enough to merit its own expression. The storyline steers it to the brand’s purpose and delivers its message. The underlying Brand message “Genius is the one, who believes that in the Joy of Others lies our own” is delivered beautifully with emotions that leave most viewers moist-eyed.”

    Thought Blurb Communications chief creative officer Vinod Kunj added, “This is the third in a series of long format films we have created for Parle-G that touch upon cultural and social occasions that bring us together. The brief for the strategy and creative team was to shine the light upon an aspect of the event that hasn’t been dwelt on before and deliver the ‘genius’ thinking that is the soul of the brand’s communication.”

    National creative director of the agency Renu Somani said, “While every nuance of Ganesh Chaturthi has been covered extensively across every aspect of the communication spectrum, there are some facets that are still not explored. Traditions have always existed, and we all follow them to tell our stories. The way the story unfolds, it carries the brand message of true genius being about using one’s imagination to bring happiness to others.”

    The tagline, ‘Genius wohi, jo auron ke khushi mein paye apni khushi’, completes the brand’s message and rounds up the communication. Quite importantly, without expressing any social or moral overtones.

    Parle-G’s Ganesh Chaturthi film can be watched across social media and YouTube.

  • Parle G’s latest campaign celebrates Friendship Day

    Parle G’s latest campaign celebrates Friendship Day

    Mumbai: Parle G releases its campaign celebrating Friendship Day. As a brand, Parle-G wears many hats. The brand’s tagline ‘Genius wohi, jo auron ke khushi mein paye apni khushi’ weaves into the culture of companionship in terms that Parle-G does best. The new film from the Parle stable addresses the real meaning of friendship on the occasion of World Friendship Day. True friendship, as opposed to faceless, impersonal social media.

    The film follows the story of a group of friends, who are on the cusp of venturing into life after college. They rally around their one friend who needs a little cheer and encouragement before his campus interview.

    The core promise of the brand can be extended to children, tweens, young adults and older parents in equal measure. It spans age, gender, language, and culture seamlessly.

    Parle Products Pvt. Ltd vice president Mayank Shah puts it succinctly. “The Parle-G brand fulfils many roles in our everyday lives just as a good friend does. Friendship Day is a great platform to connect with the youth and send out a heartwarming message without being preachy. The film is made in the style of popular ‘buddy’ movies of today. The animated banter and college jargon work well for it. It has a universally appealing message with an informal approach, that adds a welcome layer to the brand’s image.”

    It’s a coming-of-age story that most men in young adulthood would relate to and appreciate. It also speaks to a varied demography of viewers in its effortless portrayal. There is simplicity of emotion and genuine empathy, that makes itself evident in the course of the film. What begins with light banter and friendly joshing soon takes a deeply personal turn as each friend realizes that their road trip can wait for another day, but perhaps their friendship cannot.

    The film was created by Thought Blurb Communications and released on Social Media and Video distribution platforms like YouTube on the eve of World Friendship Day.

    Thought Blurb Communications chief creative officer Vinod Kunj added: “Venerable brands like Parle-G build over time. An over-arching brand idea like this helps to stretch its legs and grow. This is yet another iteration of an idea that feeds into the bigger brand story.”

    Thought Blurb Communications national creative director Renu Somani speaks of the creative process. “The story may have come out of a simple insight, but crafting emotion into the usual young male bluster was its crux. There’s a shared emotion that comes to the fore and takes over from individual motivations.”

    As Friendship Day comes and goes, the new Parle-G film becomes another brick in the creation of the brand edifice. It is part of the brand’s journey into the imagination of a new generation of Indians and a continuing legacy.

  • Parle’s 20-20 cookies new campaign gives us a ‘genuine’ reason to smile

    Parle’s 20-20 cookies new campaign gives us a ‘genuine’ reason to smile

    Mumbai: Parle Products has launched its latest campaign for Parle 20-20 cookies. The brand’s past campaign thrilled us with a quirky set of situations that one has to smile through. This year, the brand has a three-film campaign that ups the ante on the same underlying theme. The cookie market in India has matured quite a bit. Parle 20-20 cookies have kept the mood light and are back to entertain us once again.

    The earlier campaign had the main character smiling through the situation they are in. Whether it’s the air hostess putting on a plastic smile, or a bride going through the motions of greeting every relative with a forced smile. This campaign pushes the humour further by putting the protagonist in an unexpected situation where they have to grin and bear it.

    The campaign has been created and executed by the Mumbai team of Thought Blurb Communications.

    In each film, there’s a seemingly ordinary situation that turns on its head and snaps the viewer around. The last scene is nothing that the audience expects. The grin that the viewer sees is the grin of confusion or consternation, or just plain resignation. And yet, it’s a smile. The message, ‘Yunhi smile mat karo, dil se khush ho jao’ just got a fresh new makeover.

    Speaking on the campaign, Parle Products vice president Mayank Shah says he is confident in the route. “We tried this new brand message last year and tested it out. The market response was positive, so we decided to put our full effort behind it. All marketing initiatives were directed towards supporting the brand message”, he said. “Still, no caution has been thrown to the wind and everybody knows that a brand message needs to grow in stages.”

    Thought Blurb Communications’ national creative director Renu Somani explains the creative aspect of the project. “It was interesting looking for an alternate take on the tagline. Last year, we were trying to establish the idea and needed the films to simply explain the direction of the messaging. We now have the confidence to push the envelope outward.”

    Adding to her statement, Though Blurb Communications chief creative officer Vinod Kunj asserts the importance of the team coming together. “The Parle team and our agency worked together to bring this multi-language campaign together. It was important to monitor how every market was reacting to the message. Broadcast, digital and social platforms were kept in check. We are all excited to see this campaign go further along the way in building the brand’s equity.”

  • Parle-G’s latest ‘G Mane Genius’ TV campaign harps on inculcating values in children

    Parle-G’s latest ‘G Mane Genius’ TV campaign harps on inculcating values in children

    Mumbai: Parle Products, one of the leading biscuit brands in India has released its latest TV Campaign for its flagship product – Parle G. This TV Campaign is part of their brand’s G Maane Genius positioning. In 2022, Parle-G revealed an innovative version of its ‘G Maane Genius’ campaign. The proposition was elevated by touching upon the emotional quotient in children. The innate empathy of young children, devoid of personal benefit was the lynchpin of the campaign.

    Riding on the back of that campaign’s success, Parle has come out with a series of bite-sized films with the same messaging. The new set of five films created by Thought Blurb Communications has been carefully created to evoke the same emotion without the luxury of elaborate storytelling. The new 15-second format manages to balance the emotion elicited by the proposition with daily situations with children at home and play. The emphasis is on their interaction with parents, loved ones and friends.

    1. Dadaji:

    2. Musical Chairs:

    3. Puppet Show:

    4. Science Project:

    5. Toy Store:

    The series of films takes simple uncomplicated scenarios to demonstrate a child’s compassion. These are situations that a child may easily find themselves. The intuitive need to help others is encompassed in the signature thought, ‘Genius wohi, jo auron ke khushi mein paye apni khushi’.

    The simplicity of the films is key to the campaign’s effectiveness. These are situations that every child would have faced. The portrayal of sensitivity in the protagonist child is not shown as a moral lesson or a teachable moment. In fact, the protagonists are neither good, nor bad. The statement ‘Genius wohi, jo auron ke khushi mein paye apni khushi’ clearly defines the brand’s definition of a genius, in any child. These are the values that the ads seek to inculcate in children without speaking from a pulpit.

    For the parent in the room, the message is clear. Parle-G stands for a feeling of empathy and sacrifice in children. These attributes are the sublimation of uncorrupted compassion and the need to protect, help and make others happy. The shorter version of the campaign brings a new dimension to the concept of ‘genius’ and makes it an everyday demonstration of emotion in its purest form.

    “The core values expressed in this campaign are quite strong. Young children around the world have an effortless capacity for empathy, which gives them a facility for goodness born out of innocence. We equate this to a higher intelligence relatable to genius,” said Parle marketing – VP Mayank Shah. “We needed to see if the idea had legs to travel through different formats and media.” It was a challenge thrown to the advertising agency which Thought Blurb gladly accepted.

    Thought Blurb Communications founder & CCO Vinod Kunj spoke about his team’s approach to the campaign. “We immediately realized that we needed to throw out all our pre-conceived notions of scripting. The short format gave us little time to establish relationships and situations. The establishing shots would have to portray the conflict and solutions presented simply. Nothing overly convoluted would work.”

    Thought Blurb Communications national creative director Renu Somani explained, “Emotions are not slaves to duration. We rejected the concept of shorter edits of the master films and created fresh masters in the short format. Each story is born from the need for 15-second stories and not pared down versions of the longer ones.”

  • Thought Blurb Communications launches brand Playseum

    Thought Blurb Communications launches brand Playseum

    Mumbai: Thought Blurb Communications, a Mumbai headquartered, full-function advertising and design agency has successfully completed the branding and designing activities for the launch of Playseum. Playseum is a new age kids play area, launched in Mumbai.

    In the world of children’s imaginative and interactive play, there are very few players in India, and Playseum has dramatically changed it. Since its inception in June 2023, the venture is billed as an interactive playhouse for children where they can learn as they play.

    Thought Blurb Communications has been involved in the entire branding and designing activities. The key challenge was to come up with a brand name. The naming strategy was devised by the agency keeping in mind to combine a place of play and a place to learn. There was conscious efforts to eliminate various words like ‘school’, ‘library’ and ‘academy’, for being too trite or cumbersome, and thus the word ‘museum’ was chosen.

    The core idea formed from there – that the place was to be a museum where the exhibits were playable. That had some legs. It also had the advantage of sounding like an immersive experience. For parents, it would manifest as a place of education and worthwhile of a child spending their time there. For the child, it was a place of play, entertainment, and happiness. Thus, the name was formed: Playseum.

    The idea of interactivity and imagination comes alive in the space graphics by the design team. The logo, identity and overall design theme had to be warm, friendly, and comforting. The logo typography was designed as a series of curves, symbolizing smiles, carefully placed throughout the letters. The letters were intentionally shaped into soft curves to denote safety and comfort. The colour palette chosen also followed a similar thinking. The soft pastels of the logo were punctuated by complementary colours like yellow. Large fields and backgrounds were kept neutral with white, grey, light blue, and purple.

    Every element of the interior has been treated with the same brush as it was with the collaterals, employee uniforms, printed materials and every other customer facing communication.

    Playseum founder Meera Sheth noted, “Branding and designing in today’s times plays an highly important role in any business and specially in anything where kids are involved. Kids love colours and visuals which helps calm them and bring our joy and fun. With Thought Blurb onboard we were able to find a way to build the right strategy. Children can learn from a very early age. But structured education fails to provide this. I have always involved myself with my children’s playtime. You learn a lot by being with them and observing them pick up basic knowledge and skills, as long as they are all part of playtime.”

    Thought Blurb founder & CCO Vinod Kunj added, “This is a unique brand in a unique space. There were really no precedents or examples leading us where we wanted to go. At Thought Blurb, we have made it a point to use our experience in launching new brands into the market to extensive use on this one. We had to establish guide-rails for the entire team to follow as we went about the task. We are proud to have been part of this brand and happy for another successful launch by our agency.”

    The 6,000 sq. ft. facility has over 14 exhibits, and more than 50 activities that help children learn, observe, experience and feel as they absorb the meaning of what their actions are producing.

  • India’s Meta moment: Ad-free subscriptions coming soon?

    India’s Meta moment: Ad-free subscriptions coming soon?

    Mumbai: In the ever-evolving landscape of social media and tech giants, Mark Zuckerberg’s Meta, known for its flagship platforms Facebook, Instagram, and WhatsApp, is charting a new course. As the digital world seeks a balance between advertising revenue and user experience, Meta is considering a significant move that could reshape the way Indians interact with their beloved social networks. The company is exploring the possibility of introducing an ad-free subscription plan tailored for the Indian audience by 2024. This potential shift in strategy promises to offer users a new level of control over their online experience, while raising intriguing questions about the future of digital advertising and its impact on the social media landscape.

    Here’s what industry experts have to say about the same:

    5W1h co-founder and chief business officer Kunal Luhar

    Meta’s decision to launch an ad-free subscription model is a smart move that tackles the changing digital world. It provides a different revenue stream, appealing to users who are increasingly concerned about data privacy and the intrusiveness of digital advertising. However, the success of this venture is dependent on a well-thought-out price strategy that strikes a balance between drawing a large user base willing to pay for an ad-free experience and not reducing ad revenue. Meta might cater to diverse user preferences and finances through segmentation, in which different subscription levels are offered. It is critical to effectively communicate the value proposition, emphasising a better user experience, increased privacy, and even exclusive services. Meta should also be prepared to iterate and update the model in response to user feedback and performance indicators.

    Social Panga director – strategy & growth Manan Malik

    India, at large, has always been a price-sensitive market. The adoption of new products and services have always been a result of changing trends, total disposal income, social status or perception, and lifestyle conveniences. One such example is how Spotify entered and penetrated India with their freemium model.

    There’s no doubt that we are living in the age of information & content outburst, which impacts a user’s life at various stages and in various degrees, so there is definitely an opportunity for Meta in a mass market like India to test its ad-free subscription plan for its social media platforms. The user experience has been and will be of paramount importance to businesses, and there’s a good chance that Meta gains success with this new model, as decluttering one’s social space is the need of the hour.

    However, it is also important to note that it will take time to gain momentum as users are used to an entirely free experience ever since the inception of these platforms.

    Another important aspect to note is that how marketing strategy changes for advertisers on these platforms. In this regard, nothing much changes in the short-term and it also largely depends on platform to platform. For example, Facebook and Instagram have two very different sets of active user bases. But, in the long-run, advertisers would have to rethink their marketing strategies and make them razor-sharp in order to be present on the right channels for the right audiences.

    While Meta, and other tech companies are making shifts to comply with regulatory and privacy policies, starting with European Union’s Digital Service Act, which is a good change in this dynamic and sensitive world of aggressive AI evolution, it is also important that such business models make users comfortable with their pricing strategies.

    Thought Blurb Communications chief creative officer and managing director Vinod Kunj

    The issue needs to be seen from two aspects. The consumer’s perspective, and the advertiser’s to understand the combined effect it has on the business. The stated purpose, of course, is to improve security for customer data and to verify accounts for brands and celebrities. Other entities like YouTube and X (formerly Twitter) have also launched variations on the same theme. All are experimenting with degrees of closure, pricing and algorithms.

    For the consumer, it is quite simple. If you don’t like ads interrupting your viewing, by all means, buy a subscription. But as we have seen with the Internet before, that rarely works. When a dominant majority of consumers used to a free system are baited with a subscription, they rarely bite. Also, there is always a way to block ads that the consumer sees to train the algorithms into tighter and tighter nooses. I suspect the same will happen to Meta.

    On the marketing side, there are three positive aspects. To begin with, customer data and its security are now entirely Meta’s problem. In case of a data breach, they can easily point the finger at Meta. Of course, that also makes them beholden to Meta to access their customers.

    The second issue is verification. In the past, online troublemakers have been know to fake brand accounts and undermine the brand value and consumer confidence in a brand. I would highly recommend that a brand or celebrity invest in the blue tick mark to ensure their respectability. Also, it creates a legal framework in case of disinformation and other mischief that malcontents may attempt. This is doubly true for major celebrities who may want to protect themselves from identity theft and PR disasters.

    Finally, I see very few problems for marketing in this new regime. Subscriptions will be bought by a slim section of the user base. The largest section of customers will still be available to target. It’s entirely up to Meta to ensure that the interfaces are designed well enough not to irritate non-subscribers off their platforms.

    Pulp Strategy founder and MD Ambika Sharma

    Meta’s decision to introduce an ad-free subscription plan in India by 2024 is a positive move with the potential to create new revenue streams, attract fresh users, and enhance the overall user experience. The current success of Meta’s paid verification feature is notable, drawing in a substantial number of users, including businesses, celebrities, and influencers, thereby bolstering the authenticity and credibility of its platforms.

    The success of the upcoming subscription model hinges on factors such as pricing, offered features, and an effective marketing strategy. Meta must meticulously address these elements to craft a subscription plan that resonates with Indian users. The recently launched paid communities and channels could significantly contribute to the subscription model’s success by offering users a more personalised and engaging experience, while also aiding Meta in understanding user needs for future product development.

    The impact of the ad-free subscription plan on Meta’s advertising model is contingent on its success. Given that Meta presently derives the majority of its revenue from advertising, a successful subscription uptake may prompt the need for new revenue generation avenues. This could involve charging advertisers higher fees for more targeted advertising or innovating new advertising formats.

    The acceptance of a paid, ad-free version by Indian users is uncertain, but several factors may contribute to its success. There is a growing demand for ad-free experiences, driven by concerns about data privacy and the proliferation of ads on social media platforms. Additionally, with the rising disposable incomes in India and Meta’s strong brand recognition, there is a likelihood that users may be willing to pay for a premium, ad-free experience.

    It’s important to note that Meta is not the first to venture into ad-free subscriptions; Twitter and Reddit have long offered such plans. However, the success of these plans remains to be fully assessed. As Meta’s ad-free subscription plan is still in the early stages, details regarding cost and features are awaited. With further information, a more accurate evaluation of its potential success in India will be possible. Nevertheless, considering the outlined factors, the subscription plan holds promise for success in the Indian market.

    ChtrSocial director Darshil Shah

    India as a country is very subscription averse. Hence, it’s very less likely to bring a massive impact on the overall usage of the platform. We don’t expect more than 1% of the users to shift to the paid offering similar to what we saw on its competitor platforms like YouTube Premium.

    That said, brands and businesses that depend highly on inorganic reach through Meta should definitely start thinking of the following to hedge their risk:

    1. Organic Content Strategy: Facebook, Instagram and WhatsApp offer an enormous opportunity to brands for reaching their customers and other masses through the power of content. With reels that can be viewed by millions organically, it’s imperative that brands start leveraging the power of organic social.

    2. Diversify their platform strategy: At the end of the day, social platforms are nothing but borrowed real estate for brands. One should always be cautious and not over-rely on any. It’s a wake-up call for such brands to diversify their online identity to more social platforms and some owned channels like email lists and private communities.

    3. Influencer marketing: With the platform becoming more and more favorable to creators, the need to capitalise and innovate on influencer marketing will only increase.

    Conclusion: At the end of the day India is a country that thrives on Jugaad. So whatever the result of Meta’s ad-free offering, it’ll be exciting to see how brands and marketers find innovative ways around it.

    TheSmallBigIdea lead- performance marketing Sharath Madhavan

    The introduction of an ad-free subscription plan by Meta for Facebook, Instagram, and WhatsApp in India could be a strategic move to cater to users who prefer an ad-free experience in exchange for a subscription fee. It may also be a response to user concerns about privacy and data usage, but the success of such a plan would depend on pricing, features, and how well it aligns with the preferences of Indian users. Diversifying revenue streams beyond advertising is a prudent move, and providing an ad-free experience allows the company to cater to users who prefer a cleaner interface without ads. Additionally, this move could address privacy concerns and monetize the preferences of users who value data privacy.

    The Starter Labs (Zoo Media) co-founder Rehan Dadachanji

    Meta’s contemplation of introducing an ad-free subscription plan for Facebook, Instagram, and WhatsApp in India by 2024 raises significant questions. While the concept of an ad-free experience has gained traction in Western markets, the dynamics in India are distinct. The market is witnessing a rapid surge in Meta’s ad revenues, and users in India have shown a higher tolerance for Meta’s ads compared to YouTube’s more intrusive advertising model.

    Learning from YouTube’s experience, it’s evident that the Indian audience may be less inclined to subscribe for an ad-free experience, especially given the abundance of free services in the market. This resistance to additional subscriptions poses a unique challenge for Meta.

    The move’s potential impact on advertisers is twofold. Advertisers might divert more spending towards other platforms, such as Google and emerging social networks.

    In a bold prediction, Meta may reconsider its plans for ad-free platforms in India for 2024, as the market’s dynamics and user expectations present a complex landscape to navigate.

  • Thought Blurb Communications elevates Renu Somani to national creative director

    Thought Blurb Communications elevates Renu Somani to national creative director

    Mumbai: Thought Blurb Communications, a full-service advertising and design agency helmed by Vinod Kunj, has announced the elevation of Renu Somani to national creative director. After steadily guiding the direction of the creative product of Thought Blurb Communications for the last ten years, Somani will now take over as the creative head at the agency from being the executive creative director.

    Renu holds more than 18 years of experience with creative departments of advertising agencies like Ambience Publicis, McCann Erickson and Saatchi & Saatchi and has worked for brands like Parachute Hair Oil, Savlon Soap, and ICICI Home Loans. At Thought Blurb, she has led creative communications for brands like Parle-G, Parle Marie, Parle 20-20, Vero Moda, Reliance Digital, Radio Mirchi, and Viacom 18, to name a few.

    Renu began her career as an art director before switching seamlessly into her role as a writer after joining Thought Blurb. She brings her combined talents in art, copy, scripting, and audio-visual media to bear on a 360-degree execution in traditional, electronic, and digital media. Renu now takes charge of managing the creative products of the company that has a presence in Mumbai and Kochi. She will be overseeing a diverse team of creative talent in these cities, helping in the development of brands across the country and also in planning the creative strategy for new clients here.

    Speaking on her new role, Renu Somani stated, “I have a degree in art, but writing comes as naturally to me as breathing. I believe I paint stories with my words. The creative industry is shape-shifting and each day a new avatar is being created. My mandate will be to give shape and voice and texture and personality to the avatar that we at Thought Blurb would like to give ourselves. We are known to nurture great talent, and I’d like to build on that tradition and get the team to come up with ideas that reflect the zeitgeist of the times.”

    Speaking about the appointment, Thought Blurb Communications founder and chief creative officer Vinod Kunj stated, “Renu is an extremely instinctive and creative person. She can pick up a castaway idea from a brainstorming session and polish it to perfection. We are a very close-knit unit, and we cherry-pick the brands we work with. In the process, we have built great case studies for some of India’s biggest brands. Renu will now work with her team and create campaigns that make a meaningful difference to those brands in the international markets.”

    Somani’s work has been recognised over the years by several Indian and international industry award bodies. She has also been a finalist at the One Show, Cannes, and Adfest Awards. She has won awards at the Abbys, D&AD Kyoorius, Golden Mikes, and Radio Mirchi Kaan Awards. Most recently, she won the IAA Awards for her work on Parle G. Her work has also been featured in the Communication Arts Guild magazine.

  • Indifusion launches its fusion fashion collection in its first campaign

    Indifusion launches its fusion fashion collection in its first campaign

    Mumbai: Indifusion, the Indo-western brand by Bestseller India has revealed its first brand campaign, “Flaunt your Indi”. An amalgamation of Indian tradition with international fashion is what Indi’s brand promise is all about.

    The campaign is conceptualised and executed by Thought Blurb Communications. The agency won the creative business for the brand following a multi-agency pitch.

    Fusion fashion is something that we all have been experiencing since decades but establishing the right mix of Indian creativity with a Western outlook is stimulating. Indifusion has utilised design, colours, texture and fabrics from both, Indian and Western sensibilities in its collection.

    The launch of the brand’s communication is multi-faceted and spans across film, print, outdoor and digital mediums – which is also a reflection of the brand’s spirit to blend Indian and Western cultures in its apparel. The campaign is shot in Ladakh and the models are European, Indian and a few from Ladakh itself. Ancient monasteries, magnificent palaces, petal-strewn forest floors and placid lakes, make for a scenic view of the campaign. The casting of multicultural models brings alive the theme of fusion in every way.

    Focusing on the strategy of the brand, Bestseller India CEO and country head Vineet Gautam said, “Bestseller India has always been at the forefront of getting international fashion to India. But with Indifusion, we intend to expand our portfolio and cater to a larger set of audience with Indian fusion wear. Indian wear will always be at the heart of our country and by using our existing expertise in the retail industry, we will drive Indifusion to be a key player in this segment. ‘Flaunt your Indi’ is our first campaign for the brand, and we’re excited to see how it connects with our customers.”

    Discussing the creative thoughts which led to the culmination of the brand campaign, Thought Blurb Communications founder and chief creative officer Vinod Kunj stated, “The look had to be of a high fashion Indian brand appealing to an international audience. This is for the woman who wants more than what off-the-rack brands can provide her. The treatment of the film interlaces a light, playful soundtrack and has been visualized with an overall sense of joy. The product design played hand in hand with the vision we had for the brand.”

    Thought Blurb Communications executive creative director Renu Somani added, “The creative inspiration behind the campaign comes from the distinctive fashion that the brand portrays. After having seen the designs curated for the collection, the fusion of two different perspectives was very apparent. There is grace, elegance and beauty in the contrast of simple lines and intricate textures. This fashion of the brand slanted the thinking – towards a zone that is grounded yet flighty, Indian yet global, a grammar that is uniquely Indifusion.”

    Bestseller India operates 20 brands, such as women’s western wear labels Only and Vero Moda, and menswear brands like Jack & Jones and Selected Homme. Talking about Indifusion, every collection from this brand will showcase not only a signature style, but it will also explore aspects of India and Indianness that have not been explored in the fashion arena.