ITV

Tag: Vivek Sharma

  • Kurlon unveils new logo and brand campaign ‘Life banegi Hula Hula’

    Kurlon unveils new logo and brand campaign ‘Life banegi Hula Hula’

    Mumbai: Kurlon, India’s iconic mattress brand, is now 60 years young and has a new and refreshed positioning. Today, Kurlon has revealed its new logo and the tagline “Life Banegi Hula Hula.” This rebranding marks a significant evolution for the brand, positioning it to resonate with contemporary consumers and signalling freshness in the current market.

    Kurlon understands that life happens on a mattress beyond just sleep. Recognising that Indians spend countless active hours on their mattresses—reading, talking, eating, and enjoying life’s active moments. This insight drives the new positioning of comfort meets joy in every life moment. This is reflected in the line “Life Banegi Hula Hula” around which the new campaign is built.  

    The multimedia campaign launched earlier this month and is set to gain momentum during the ICC T20 Cricket World Cup. There are two films being launched that bring alive the thought through creative articulations of how a happy back leads to a happy life moments! The campaign will carry on for five weeks across TV, digital & BTL touch points including a total revamp of Kurlon’s retail presence.  

    The new Kurlon logo is a minimal and modern design, retaining the core red and white colours that symbolize trust and heritage. The addition of a dawn-to-dusk gradient is not just a visual element but a symbol of the brand’s commitment to providing comfort from morning to night. The packaging across all variants has been updated to reflect this modern aesthetic, ensuring that the products stand out on shelves and resonate with consumers.

    “Innovation and comfort have always been at the core of Kurlon. Kurlon’s new proposition and identity reflects our continuous evolution to meet the dynamic needs of our consumers. This rebranding milestone is not just a visual transformation, but a fresh take on the category itself, where everyone is talking about sleep,  Kurlon is going beyond it;. With ‘Life Banegi Hula Hula’, we wish to bring joy and comfort into every home. Kurlon pioneered the modern mattress category in India and is now poised to achieve even greater heights ” said SheelaFoam Ltd CEO Nilesh Mazumdar.

    “Kurlon’s new identity and the ‘Life Banegi Hula Hula’ campaign represent a bold step forward in rebranding the iconic brand Kurlon. We understand that the mattresses are more than just a place to sleep—they are where life unfolds, where countless memories are made. This rebranding is not just about a fresh look; it’s about celebrating the joy and comfort that Kurlon brings to every household. With this campaign, we aim to connect deeply with our consumers, ensuring that every moment spent on a Kurlon mattress is a joyful experience; defining comfort for modern India.” said Ogilvy India chief advisor Piyush Pandey.

    With over 30 years of rich professional experience, Vivek Sharma, the founder of Altivyst Advisors, has been engaged as the marketing consultant for Sheela Foam where he is helping shape the marketing strategy and organization for Kurlon.

  • Sleepwell revolutionises sleep tech with Pro Nexa Mattress launch

    Sleepwell revolutionises sleep tech with Pro Nexa Mattress launch

    Mumbai: Sleepwell, India’s leading and most trusted mattress brand is changing the way we sleep with the launch of its latest Pro Nexa Mattress. It’s a quantum leap in sleep technology and a game-changing breakthrough that renders the prevalent memory foam outdated. Pro Nexa Mattress, with its ‘enhanced body recovery’ proprietary technology, the first of its kind in India, offers superior comfort as compared to memory foam.

    The Pro Nexa Mattress is being launched through a nationwide ad campaign featuring the culinary expert and renowned TV personality, Kunal Vijaykar. The campaign showcases the key difference between Sleepwell Pro Nexa mattress and memory foam mattress by using the creative analogy of dough versus bread. Earlier this month, Sleepwell kicked off the ‘Did You Sleepwell’ campaign to nudge people into caring about the comfort of others. Now, it is bolstering the same with this product-centric campaign for the launch of Pro Nexa Mattress.

    Conceptualised by Sideways, the analogy of dough vs. bread, comparing Pro Nexa Mattress with memory foam, is both simple and intuitive enough for everyone to understand and it captures how a body gets stuck in traditional memory foam by depicting it as fingers sinking into dough, highlighting the discomfort and immobility. In contrast, the Sleepwell Pro Nexa’s easy body movement is beautifully depicted using the soft bouncing bread, conveying the unparalleled comfort and freedom of movement it offers.

    Speaking about the campaign, Sheela Foam Pvt Ltd CEO Nilesh Mazumdar said, “Sleepwell has always been at the forefront of foam and sleep technology. With the launch of our latest Pro Nexa mattress, with ‘enhanced body recovery’ technology, we’re not just redefining comfort; we’re delivering on a promise of unparalleled sleep quality. Our relentless pursuit of innovation not only delivers most comfortable sleep but also drives business growth and further solidifies our position as the leader in the sleep industry.”

    Further elaborating, Sideways founder Abhijit Avasthi said, “Pro Nexa technology offers a clear palpable superior experience over age-old memory foam. The challenge was to bring out this difference in an easy, non-technical and relatable manner. Food and sleep are areas that interest everyone and that’s why we thought of this metaphor. We hope it will intrigue viewers enough to try out Pro Nexa mattresses.”

    With over 30 years of rich professional experience, Altivyst Advisors founder Vivek Sharma has been roped in as a marketing consultant for Sheela Foam where he is helping shape the marketing strategy and organisation. Sharma added, “Pro Nexa by Sleepwell introduces people to a kind of sleep they have not experienced before and thus, it creates a new need segment by doing this. Nexa is to mattress what touchscreen or flip technology was to mobile phones.”

    Launched in 1994, Sleepwell is the leading brand of mattress and home comfort products that has held its ground amidst growing competition from online and offline brands and carries immense trust among consumers, retailers, and traders alike. It has a nationwide presence with a robust distribution network of exclusive retail outlets, multi-brand outlets and distributors. The brand always stays up to date on consumer behaviour – right from how they live, to how they sleep and is constantly innovating, with its technological capabilities, to keep up with their evolving needs.

  • Sleepwell launches ‘Did You Sleep Well’ campaign

    Sleepwell launches ‘Did You Sleep Well’ campaign

    Mumbai: Sleepwell, India’s leading and most trusted mattress brand has adopted a warm-hearted approach in its latest brand campaign to communicate its core philosophy that ‘there is comfort in comforting others.’ The multimedia brand campaign will be launched during the upcoming ICC Cricket World Cup across various platforms such as TV, digital and retail OOH mediums.

    This campaign comes at a time when brands, both offline as well as online, are employing similar technical and product-centric language in their interactions with consumers, posing challenges in distinguishing one brand’s communication from another. Sleepwell’s nationwide campaign has disrupted communication by talking about the emotional well-being and comfort of people, going beyond just product promotion Resonating with the need for deeper connections in today’s fast-paced world, Sleepwell emphasizes that showing concern for or inquiring about someone’s sleep is not just a gesture, but an expression of love and care.

    Speaking about the campaign, Sheela Foam Ltd CEO Nilesh Mazumdar said “Sleepwell wants to change how consumers look at the sleep category, beyond just products and its inherent technical language. We want to introduce the human element of emotions and empathy in the conversations and are inviting people to show that empathy by asking ‘Did you sleep well?’ The campaign promoting a culture of care for others will further deepen the bond that people have with the brand Sleepwell and be a crucial element in driving the business growth with equal rejuvenation through innovations and retail.”

    Conceptualised by Sideways Consulting, this emotional yet earnest bank of films nudges Indians to show care and compassion for their loved ones by asking a simple yet meaningful question, “Did you sleep well?”, along with their morning greetings. What sets it apart is that the message of this campaign cuts across identities and unites us by promoting a culture of care and concern and fostering emotional bonds that comfort us. Sideways founder Abhijit Avasthi said “I am excited about this really big idea. Not only is it disruptive in a category that lacks marketing imagination and relies heavily on celebrities, but it plants the seed of a much-needed texture of softness and empathy in the fabric of our society. And that too by leveraging the brand name!”

    With over 30 years of rich professional experience, Altivyst Advisors founder Vivek Sharma has been roped in as a marketing consultant for Sheela Foam where he is helping shape the marketing strategy and organisation. Vivek Sharma added, “In a category that comes in consumer life once in 8-10 years, sowing the seeds of everyday care and concern through the brand Sleepwell is a fantastic way of building continuous engagement and consideration with people.”

    Launched in 1994, Sleepwell is the leading brand of mattress and home comfort products that has held its ground amidst growing competition from online and offline brands and carries immense trust among consumers, retailers, and traders alike. It has a nationwide presence with a robust distribution network of exclusive retail outlets, multi-brand outlets and distributors. The brand always stays up to date on consumer behaviour – right from how they live, to how they sleep and is constantly innovating, with its technological capabilities, to keep up with their evolving needs.

  • Pidilite’s Vivek Sharma joins as marketing advisor for Fixcraft

    Pidilite’s Vivek Sharma joins as marketing advisor for Fixcraft

    Mumbai: Fixcraft appointed Vivek Sharma as marketing advisor to accelerate the company’s growth through marketing excellence and brand building.

    Sharma has been a part of the industry for 32 years. He brings on board a unique experience of business and brand development across FMCG, healthcare, lighting, consumer durables and home improvement, encompassing B2C, B2B and B2G.

    For seven years, Sharma served as a chief marketing officer at Pidilite. During his long stint with Pidilite, he was responsible for marketing planning, implementation and brand development for all divisions, corporate brand, innovation and marketing talent development across the organisation.

    He was also the vice president Indian sub-continent at Philips India Ltd. He held many senior positions across various organisations such as Cadbury (now Mondelez), Ogilvy advertising and MIRC electronics (ONIDA).

    According to a media report, Sharma said, “Fixcraft is looking at a huge untapped opportunity for quality and reliable car repair and service that exists between authorized workshops and neighbourhood garages. I see here a vacant space to build a trusted brand that takes full accountability for its service and creates consumer delight. The journey in building the business and brand Fixcraft with the young team is surely going to be exciting.”

    Sharma regularly teaches and delivers marketing lectures at premier B schools like IIMs, ISB and SPJIMR. He holds a Post Graduate Diploma in Management from Indian Institute of Management (IIM), Bangalore and Bachelor of Technology from Indian School of Mines (now IIT, Dhanbad).

    “We at Fixcraft are building a reliable brand which is accountable for the service delivery to consumers by owning the end-to-end execution of repair in company owned service centers. With Vivek joining hands with us as a marketing advisor, we are sure that we will be able to take this promise to all consumers PAN India in a very effective manner and our brand position will help us service more and more consumers who are looking for a trustworthy service provider,” Vivek Sharma, Founder and CEO Fixcraft said in the media report.

  • Polycab India appoints Vivek Sharma as deputy managing director

    Polycab India appoints Vivek Sharma as deputy managing director

    Mumbai: Polycab India Ltd has appointed Vivek Sharma as deputy managing director, effective 4 October.

    Sharma brings with him more than 35 years of rich corporate work experience having led large teams, for global and national brands of repute. He has strengthened businesses and brands across diverse sectors like FMEG, ECM, lighting and consumer durables, which saw accelerated industry-leading growth in both revenues and profits.  

    Prior to joining Polycab India, he was with Panasonic Life Solutions India as managing director for the electricals arm.

    “Vivek brings with him an extensive work experience and diverse capabilities to contribute to our continue growth leadership,” said Polycab India chairman and MD Inder T Jaisinghani. “On behalf of the entire organization, I welcome him to Polycab India Ltd. and wish him unprecedented success.”

    An alumnus of Symbiosis Institute of Business Management, Sharma has also done advanced management courses from IIM’s (Ahmedabad, Kolkata, and Bangalore). He is a TEDx speaker, acknowledged trainer, and ICF-trained coach.

    “I am excited to be part of this outstanding Polycab team. We shall be bolstering the industry domain expertise and manufacturing capabilities that have now made Polycab India Ltd the growth leader across sectors,” said Sharma on his new role.

  • Dr Fixit’s new ad humorously explains technicality of waterproofing

    Dr Fixit’s new ad humorously explains technicality of waterproofing

    Mumbai : Dr. Fixit, from the house of Pidilite, has unveiled its new TV campaign featuring actor Amitabh Bachchan urging consumers to prefer technically correct solutions like Dr. Fixit Roofseal as a remedy for roof repairs and waterproofing, over temporary solutions like paint and patch repair.

    The latest TVC addresses to dispel the myth that paint solutions can be used for waterproofing as well. Most people believe that painting the roof or patch repair can solve the problem of leakage and cracks. The new TVC aim to alter this belief. It emphasizes thatcosmetic solutionsor patch repair is not enough to fix the cracks that form and cause leakage. Since the roof is the most highly exposed surface of a structure one must ensure that the right products are being used in the right manner. The TVC draws attention towards Dr. Fixit Roofseal's elastomeric nano-fiber technology that offers long-lasting protection for roof from heat, rain and ultimately leakage.   

    At the end, the TVC urges the consumer to reach out to Dr. Fixit via SMS <ROOF> 57575 for more details on the product.

    Pidilite Industries CMO Vivek Sharma said, “Dr. Fixit is the market leader in the water-proofing segment and it continues to play the role of building and growing the category with innovative new products. People often make the mistake of choosing the wrong waterproofing methods and resort to temporary solutions. They don’t realise that longevity of a structure depends to a great extent on the waterproofing of the roof. They fail to understand the consequences of opting for incorrect techniques only to regret it later. This campaign featuring a humorous interplay between Mr. Bachchan and Mr. Popat Lal aims to nudge people in the right direction andseek proper roof waterproofing solutions from Dr.Fixit.”

    O&M ECD Talha Bin Mohsin said, “Dr Fixit offers a range of products for different types of expert waterproofing. This time, we wanted to convey that when it comes to roof one requires an expert product as well, that protects it from heat, rain and moisture for a long time. It is Dr Fixit’s Roofseal that offers expert waterproofing that no one else can match. The ad featuring our brand ambassador Mr Amitabh Bachchan is a humorous analogy of Dr Fixit and its expertise in quintessential Pidilite humour. The simplicity of communication to tell rather complex and technical benefits through Mr Bachchan has always been a hallmark of our work on this brand."

    The TVC opens where Popat Lal Ji is shown with a neck injury talking to a consultant, advising him to use paint for waterproofing. Here, Bachchan who is shown as `himself shooting on the adjoining roof, overhears them and asks Popat about his injury. Popat responds to him by saying the doctor has prescribed an operation. Bachchan then asks his stylist to hide the neck brace Popat is wearing with paint so as to heal his injury with rang rogan instead of an operation.

    Upon hearing Bachchan’s suggestion, Popat starts laughing and asks how an injured neck can be fixed with rang rogan? Bachchan then explains that just like a neck can't be fixed without an operation, even leakage or cracks on the roof cannot fixed without proper waterproofing. Waterproofing is a very technical job. He further explains, the roof expands and contracts due to heat which results in cracks and acts as a source of leakages. Thus painting is not the solution to prevent leakage or cracks. Mr. Bachchan further explains the unique feature of Dr. Fixit Roofseal, whose nanofiber technology safeguards the house from heat and leakage and urges the audience to opt for the same. A roof coated in Dr. Fixit Roofseal stays 10 degrees celsius cooler than an uncoated roof. It is a far more superior solution to paint, due to its elastomeric nature that allows the coating to expand and contract along with the structure, which minimises crack formation.

    Dr. Fixit commercials have always been loved by the audiences for their lightness and sense of humour. The new campaign stays true to this approach with Bachchan bringing his own trademark style and wit to it.

  • Tetsuyasu Kawamoto joins as MD for Panasonic Life Solutions India

    Tetsuyasu Kawamoto joins as MD for Panasonic Life Solutions India

    MUMBAI: Panasonic life solutions India, a wholly-owned subsidiary of Panasonic Corporation, has appointed Tetsuyasu Kawamoto as the company’s managing director. Taking the reins from Vivek Sharma, who superannuated on 30 September 2020, in his new role, Kawamoto will be responsible for driving synergies and growth of all businesses under the life solutions umbrella comprising the power group, which includes wiring devices, switchgears wires, cables & tapes and conduits; lighting, solar, housing, power tools and indoor air quality. 

    An industry veteran, Kawamoto comes with decades of experience across industries and has been associated with the Panasonic Group and in the ECM business since 1991. Kawamoto has held the power business unit head position at PLSIND during his first stint in India. In his second stint, as joint managing director for manufacturing, he has spent close to three years at PLSIND guiding the organisation towards world-class manufacturing and technological capabilities. He has also played a very vital role in scaling up the capabilities by committing PLSIND’s investment in setting up a new manufacturing facility at Sri City in the state of Andhra Pradesh. With his deep understanding of manufacturing and a strong penchant towards sales and marketing, he is looking forward to another exciting journey in his new role as the MD of PLSIND.

    Read more news on Panasonic

    Panasonic Life Solutions India managing director Tetsuyasu Kawamoto said, “Panasonic in India is one of the largest and successful Japanese and Indian collaborations that I have seen in my lifetime. As I move into my new role, I look forward to developing synergies between the various business verticals at Panasonic Life Solutions, while we grow and build our position as the unparalleled leaders in this Electric Construction Material (ECM) space. As a part of the new role, one of my key focus areas will be in lines with our company’s global vision, to make human life simpler, safer & comfortable, by enhancing the consumer experience for both our brands: Anchor and Panasonic, in the ECM Space.”

  • Vivek Sharma steps down as MD, Panasonic Life Solutions India

    Vivek Sharma steps down as MD, Panasonic Life Solutions India

    MUMBAI: Panasonic Life Solutions India announced that Vivek Sharma, the company’s managing director, will step down from the operational leadership on 30 September 2020.

    Sharma with his commitment to excellence and inimitable leadership style, has led Panasonic Life Solutions India (PLSIND) to great success. Under his leadership the Company has had a tremendous growth journey over the last 3 years. PLSIND’s revenue grew from Rs 22.9 billion in 2016-17 to approximately Rs 33.9 bn in 2019-20. Similarly, the operating profit more than doubled from Rs 2.65 billion in 2016-17 to Rs 5.8 billion in 2019-20. The Company’s sales grew at a CAGR of 15 per cent and operating profits at a CAGR of 22 per cent, during this period. This helped PLSIND emerge as the fastest growing Indian Fast Moving Electrical Goods (FMEG) company, both in terms of sales and profitability. A reflection of this stellar performance was when, earlier this year, Forbes magazine rated Anchor as the No. 1 FMEG brand in the country.

    It was during Sharma’s tenure that the company took a certain far-reaching and path breaking initiatives, like moving from a dealer driven channel to a multi-channel, distributor led GTM strategy that also included a strong participation in alternate channels like E-com, MFR, Exclusive Brand Outlets, etc. This was preceded not only by the setting up of separate sales teams for B2C and B2B/B2G segments, but also introducing exclusive business verticals for the Power, Lighting and Indoor Air Quality businesses.

    During this period significant expansions of the company also took shape on the industrial and SCM side, including setting up of manufacturing units through an expansion of the vendor base across India, in addition to the mega project coming up at a 35-acre land parcel in Sri City, Andhra Pradesh. The brand’s presence in markets across the country was also strengthened with a robust retail strategy, straddling over 500, Tiers 1-5 markets in India.

    Having realized the critical importance of brand equity in the twenty-first-century business, Sharma decided to invest in brand building. Partnering with cutting-edge advertising, media and digital Agencies, during his tenure, the marketing team led the development of a new communication platform for Brand Anchor ‘Naye India Ke Badhte Load Ke Liye’. To connect with the contemporary and aspirational Indian consumers the campaigns that have been undertaken for the last two years have led to the brand be re-evaluated by the trade and the consumer. These initiatives will help the brand sustain the momentum in the years to come.

    With an outstanding career spanning over 35 years, Mr. Sharma is considered an industry expert. He has honed his iconic skills at speedily ramping up operations and nurturing them into sustainable, profitable and strong businesses. Mr. Sharma is an effective coach, trainer and public speaker having made his presence felt, through lectures and presentations, at various prominent educational institutions and industry platforms.  

    Panasonic Life Solutions India MD Vivek Sharma said, “These last 3 years have been a journey of immense satisfaction. It is a befitting way to end a career spanning over three and a half decades. I have had the privilege of working in the FMEG/FMCD industry for more than 35 years and leading Panasonic Life Solutions India has been the highlight of my career. It has been a pleasure partnering all the stakeholders both internal and external to re-invent the Company and set it on a higher growth trajectory by focusing on the employees and the consumers while enhancing skills and competencies across the stakeholder spectrum. We have had very significant achievements, with regard to our factory operations in India. Our manufacturing has traditionally been manpower intensive, however during the last three years, we have put in a lot of efforts and investments and have technologically upgraded it, with state-of-the-art robotics and automation solutions. These technological upgradations have given us a competitive edge, with the highest cost efficiencies, in the entire ECM industry”.

    “A strong and vibrant culture is the best legacy of a successful leader. I am particularly proud that during my tenure at PLSIND we transformed from being a conventional electrical switches Company to becoming a part of an iconic transnational organisation. Most importantly, during this exciting journey, our existing internal talent culturally transformed itself to adapt to contemporary best practices which are the hallmark of a performance-based culture that we have established. This transformation of the team changed the way we do business, from the historical individual-oriented method of the past to a process-oriented technology-driven way of doing business, with complete autonomy and empowerment. I can proudly say that as I depart from PLSIND, it is poised to achieve far greater success and scale newer highs in the years to come”.

  • Fevicol sends the people of India a message for Unlock1

    Fevicol sends the people of India a message for Unlock1

    Mumbai:  As the lockdown eases gradually, Fevicol sends out a message of awareness to the people of India.  This message from Fevicol petitions people to be even more particular than before about wearing a mask and maintaining the social distance of 2 meters. 

    This message specifically states that while the battlefield  and war remain the same, the strategy must change.  Until now we fought this battle while locked in,  now we move out of our homes, and continue fighting.  We have to live, move ahead and not cave in. To fight this war, we need to stay alive. 
    Fevicol requests India to fight the Corona Virus with even more vim and vigour and in the right spirit.

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries Ltd: “In these trying times, this positive and uplifting message from Fevicol on ‘Unlock1’ is a great morale booster to all – consumers as well as our sales colleagues, end-users, dealers and distributor partners.”

    Please go to these links:

    Written and voiced by Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy, this is one more initiative from Ogilvy to help combat the pandemic.