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Representational image via Unsplash

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According to the latest data released by the Broadcast Audience Research Council (BARC), CNN-News18 has continued to dominate the Lok Sabha Elections coverage with leadership during the second phase of polling that took place on 26th April. 

 
With a remarkable 72% lead over Times Now, CNN-News18 remained the number one choice of viewers for comprehensive polling day coverage. It captured an impressive 38.8% market share, maintaining a significant lead over Republic TV, which captured 24.7% market share. Times Now and India Today TV followed with 22.6 percent and 8.2 percent market share, respectively. (Source: BARC India | TG: 2+ | Mkt: India | Period: 26th Apr 2024 | Market Share%, 7 channels considered)

 
The power-packed performance of CNN-News18 on the crucial polling day is a testament to its special election programming, delivering the most accurate information, coupled with finest news anchors such as Zakka Jacob, Anand Narasimhan, Shivani Gupta, and Rahul Shivshankar. The channel's extensive network of reporters across the states going for polls ensured comprehensive coverage from all over the country. CNN-News18's presentation with engaging graphics and insightful explainers simplified complex trends and data, making it easily palatable for the audience.

 
Speaking on the channel’s performance, Zakka Jacob, managing editor, CNN-News18 said, “CNN-News18’s leadership in the second phase of elections is an affirmation from our viewers about our brand of nuance over noise journalism. At a time when audiences demanded the fastest and most comprehensive polling day coverage, they turned to CNN-News18 as their trusted source of information. We expect to see more viewers tuning in as the election fervour peaks in the coming weeks.”

 
Smriti Mehra, chief executive officer – English News, Network18 added, “We’re delighted by the channel’s exceptional performance on the polling day, securing a strong lead over competition. This success not only underscores our commitment to delivering outstanding news coverage but also boosts advertiser interest, highlighting the impactful journalism and broad audience appeal that define our platform.”


Read More: <a href="https://www.storyboard18.com/brand-marketing/firstpost-outshines-bbc-news-al-jazeera-english-on-youtube-30242.htm">Firstpost outshines BBC News, Al Jazeera English on YouTube</a>

BARC Ratings: CNN-News18 dominates with 72 percent lead over Times Now during second phase of Elections

BookMyShow in association with the Election Commission of India, has unveiled an ad film ahead of the Lok Sabha Elections. Titled ‘Aaj Picture Nahi, Bigger Picture Dekho’, the campaign urges citizens to focus on the larger picture of nation-building by exercising their right to vote on their respective ‘Election Day’.

The ad film aims to resonate with viewers across the country, encouraging them to take an active role in shaping the future of India. With a uniquely weaved narrative and a clever word play that leaves you unaware of the purpose of the campaign until it is revealed in the end, the campaign underscores the importance of voting as a fundamental duty of every responsible citizen, especially the youth – the future of tomorrow.

 
The ad film features three vibrant characters, capturing the everyday lives of young individuals. The setup introduces viewers to the three young adults, representing diverse personalities and interests. Conceptualised along with Spacebar Advertising, the script weaves in the element of surprise as one of the protagonists reveals that he has been talking about the Lok Sabha Elections and not a 'movie' per say. The transition from typical entertainment chatter to the significance of voting captures the attention of his friends, ultimately emphasising the larger picture. The tagline, ‘Aaj Picture Nahi, Bigger Picture Dekho’, encapsulates the essence of the campaign, urging citizens to prioritize the future of the country over everything else.

 

Commenting on the campaign, Dolly Davda, Head - Marketing, BookMyShow, said, "With one of the world's largest youth populations and as the largest voting pool, this election presents a monumental opportunity for every Indian to shape our collective future. At BookMyShow, our vision remains to focus on the bigger picture while moving towards a brighter and better tomorrow, together. Voting is undeniably integral to shaping our nation's future and as a platform deeply ingrained in the entertainment ecosystem and therefore the youth, we wanted to leverage our resonance to urge young voters to exercise their right. Following a friendly yet hard-hitting tone, we’ve crafted the film to resonate with GenZs who are digital natives preferring snackable content, more socially conscious but also individualistic in their own ways. Our aim is to influence their perception of civic responsibility in a positive manner. We hope viewers understand the significant role of voting and spread awareness among fellow first-time voters.”

Adding to that, Santosh Ajmera, IIS Director, SVEEP Election Commission of India, said, “Partnership and collaboration form the cornerstone of our voter awareness initiatives at the Election Commission of India. I firmly believe that nurturing informed and ethical electoral engagement is a collective duty shared by all stakeholders in our democracy. It's good to see BookMyShow launching the 'Picture Nahi, Bigger Picture Dekho' campaign, reminding its audience of the profound significance of every single vote. I am confident that their campaign will serve as a catalyst, particularly among the youth and first-time voters, urging them to actively participate and exercise their democratic right.”

The campaign employs an omni-channel strategy encompassing digital, mobile marketing, campus seeding, in-cinema promotions and more, ensuring that the message reaches a diverse demographic of millions of viewers, urging them to fulfil their duty. As the Lok Sabha Elections draw near, BookMyShow’s campaign serves as a timely reminder of the crucial role each voter plays in shaping the destiny of the country. By leveraging its platform to promote social awareness and civic engagement, BookMyShow continues to demonstrate its commitment to driving positive societal impact beyond the realm of entertainment.

BookMyShow partners with Election Commission of India; unveils ad film ahead of Lok Sabha Elections

Rohit Bhasin, president, retail liabilities, product and chief marketing officer at Kotak Mahindra Bank, ensures his team does not work on weekends. They are pulled in only in exceptional cases such as quarterly results or a board meeting, he told Storyboard18 in an interview.


With many meetings during the week, Bhasin barely gets time to think during the week. So he keeps a part of Saturday just to think about things on top of his mind and about who he wants to speak to. 


Edited excerpts:


The creator economy has taken the world by storm. Which influencers and trends are you following?


I'm a lot on Instagram, and I developed awareness about many influencers from their felicitation by PM Modi at the National Creators Awards ceremony. Post this event, I have begun following Ranveer Allahbadia aka BeerBiceps. I also follow RJ Karishma and Aiyyo Shraddha. With Aiyyo Shraddha, we did some work with her on Kotak in the past, and I had actually gone to attend a workshop with Meta. She was the MC there and did an amazing job.

Podcasts are something which have become extremely popular. I'm a lot on Instagram because that's where I pick up a lot of trends, and a lot of what is happening in popular culture. If you really want to see what is happening in popular culture, the place to go is Instagram.


I'm also on LinkedIn a lot and it is a great place to read good content, on marketing, on news, on what's happening in the world in terms of good pieces of creatives, especially what they have been inspired by. 


What marketing-related content do you consume in your free time?


I don't consume market-related content in my free time. I do a lot of that during my work time. If I'm on LinkedIn looking at content, I see what other brands have worked on.


Also, a lot of marketing content may feel like it's entertainment. But, to be a good marketer, one needs to really understand what is happening in popular culture. And if you don't understand popular culture very well, you will not really be able to feel the pulse of the country.


When you're trying to build a campaign and you think of insights, your insights will be very theoretical. So whether it's watching movies on OTT, going to cinemas to watch movies, you'll see so much of popular culture there.


So, for me, any and every place where I go is a place to just get insights about what's happening in this country. What are the aims and aspirations of people? What is the cultural fabric and social fabric of the country? What are people talking about? What are the insights? How is the new generation behaving?


I'll give you one example – the pre-wedding festivities of Anant Ambani. It was the world coming together to celebrate the pre-wedding of a couple from India's richest family. But for me, it was an amazing experience in earned media. My thought was process was that none of that content was paid media. But imagine how they would have thought about how we drive visibility? How do we make this event the most talked about event? And that happened.


And for me, a big insight as a marketer was when I think of my campaigns, ‘How do I really use the power of earned media to do something similar to that scale?’


That's my learning. If I can ever build a campaign of mine to that scale where it is the most talked about event on the weekend, I would have really done amazing as a marketer. So while people saw it as a means of entertainment, my biggest lesson was the amazing use of earned media to drive visibility about your campaign, and about your brand.


There’s a lot of talk of burnout, workplace toxicity and the hustle culture. What steps have you taken to avoid the always-on culture? And what advice would you give your peers, colleagues and next-gen marketers?


The lines are blurring between personal time and office time, which is good and which is bad. The good part is that you're always thinking about how you can get an insight from anybody and not switching off from that perspective. And, you're just learning.


But I'm on LinkedIn on the weekend. I'm learning something. So I may not be sending emails. But am I using it to become a better marketer and if I'm a better marketer, I can help drive better campaigns for Kotak. But what we have to be very careful of is to respect the personal time and personal spaces of people.


So as a practice, we don't work on the weekends and unless there is an unavoidable event like declaring annual results or quarterly results on the weekend, or a board meeting on the weekend, a media event or a media conference, then we work on a Saturday. But that should be an exception and not the norm. So therefore, everyone gets those two days to just unwind, spend time with friends, families, entertain themselves, play, and make sure that they're fit, and just come back recharged and energised on Monday. But at the same time, there are people who want to work on the weekends.


I have lots of meetings during the week and therefore, I do not get a lot of thinking time during the week. So I keep a part of my Saturday just to kind of do my thinking. What are the things which are on top of my mind? What do I want to do about some of those things? Who are the people I want to speak to? So that kind of gives me a clear direction when I come back to work on Monday, I'm very clear what I want to drive this week.


When I send out an email or a message to someone on the weekend, I'm very clearly telling that person that ‘I don't expect you to respond to this message. I may not have time to send emails on a working day.’ But I'm very clear that I want my team to respond at a time when it is feasible to you and there is no pressure on anyone to immediately respond to an email. 


When I was in Singapore, I had joined a badminton club and was a part of a group who would play badminton every morning on Saturday and Sunday and then sit down for a cup of tea after that. So, that was like a weekend ritual which really made me fit as well as got me bonding with a valuable set of friends.


I was an avid biker. I would kind of bike every alternate day or run to just spend a lot of time outdoors while I was in Singapore. I don't do a lot of that here in Bombay. But I kind of regularly go to the gym on alternate days. I do yoga twice a week which keeps me fit. It also channelises my mind and energises me.


What are you watching or streaming this weekend?


I have been watching the IPL (Indian Premier League) these days. My girls play cricket for Singapore and one of them is a CSK (Chennai Super Kings) fan. She loves Dhoni (MS Dhoni) and I'm a Mumbai Indians fan. So, we have a bit of a rivalry.

Other than that, we kind of share notes on IPL every day. So that's our common ground.

Any work hack or life hack you swear by?

I wish I could become a bit more disciplined with my time. I'm not very good with my time. For me, one work hack I always try to follow is to be prepared for a meeting. I always prefer to have a pre-read for a meeting so that I can read before I go to the meeting. I'm clear about what this meeting is for.


Then, I avoid people making presentations at meetings because I feel that when you get together as a group, you should spend more time discussing the issue and finding solutions rather than spend most of your time where people presenting to each other. 


I always basically ask a simple question: What does success look like for you in the meeting? And by the time you end the meeting, you should be able to ask the same person the question: ‘Do you think the meeting got you what you wanted?’


If the answer is yes, it's a successful meeting. Otherwise, we wasted everyone's time.


What happens in a workplace is you just get pulled into various meetings. And you need to make sure that meetings where you don't add value, you should try and cancel 50 percent of meeting. And use that time to do thinking and talking to people. That's a much better use of time. Secondly, have an agenda for the meeting, have a pre-read for the meeting, be prepared. And basically try and have expectations clear for the people who organise the meetings so that you can deliver those expectations. That's really my work hack.


The other work hack I always try to do is for every mail that you write back to a person, do you think you can have a better outcome if you pick up the phone and speak to that person?


That will also help you build a more personal equation with the person rather than sending two mails to and fro. So that's what I try to do. Of course, if it's one to many people, I write an email. But if it's one-on-one, the best thing is to pick up the phone and speak. So those are the two hacks which I try to follow. 


What are you reading? Any recommendations?


We got a new CEO and he gave us two wonderful books to read. One is called ‘The Secret Lives of Customers’. The second book is called ‘Competing Against Luck’. I've read the first one. It's a fabulous read. It takes a theoretical concept of jobs to be done. It lands on a simple philosophy that consumers have needs. They have jobs that they want to do. For those jobs, they hire brands.


If those brands and products do their job very well, they rehire those brands. If they don't, they fire those brands. So if you really want to be a preferred brand, you should understand what is the job for which the consumer wants to hire you and to be able to do that very well.


And that's really the concept of jobs to be done, which I learned at Unilever and brought here to Kotak, is beautifully explained in a very storytelling way. 


A piece of wisdom you would like to share?


As a marketer, always start with keeping the consumer at the heart of everything you do. Always start with understanding what are the needs of the customer – whether they are stated or latent. Be the voice of the consumer in the room. And build products and solutions which really answer those needs. 


If your product doesn't really answer the needs of the customer, then the customer is not going to buy it. 


Read More: <a href="https://www.storyboard18.com/brand-makers/honasa-consumers-anuja-mishra-when-you-go-to-work-like-youre-going-to-school-it-paves-the-way-to-enlightenment-15082.htm">Honasa Consumer’s Anuja Mishra: When you go to work like you're going to school, it paves the way to enlightenment</a>

Kotak Mahindra Bank’s Rohit Bhasin: Marketers must keep consumers at the heart of everything

HCLTech, and Cricket Australia (CA), the national governing body for the game in Australia announced the extension of their partnership for the forthcoming T20 Cricket World Cup 2024, marking a significant milestone in their collaborative journey.

As Australia enters the world cup with a special Indian connection, they will be donning the jersey with a global IT brand- HCLTech on their sleeves and in the trunk top of their training kit again. With this it would be strengthening the partnership with CA in the upcoming T20 cricket world cup in 2024.

HCLTech has been instrumental in digitally transforming Cricket Australia's landscape through innovative solutions, and has revolutionized Cricket Australia's digital assets, including cricket.com.au, the Cricket Australia Live app, and MyCricket (now PlayCricket). Moreover, HCLTech's contributions have streamlined numerous community cricket processes, enhancing the overall cricketing experience for
players and fans alike.

HCLTech and Cricket Australia delivering innovation on the biggest stage and have partnered to deliver the high impact technology in the game of cricket. 


HCLTech and Cricket Australia extend their partnership for T20 Cricket World Cup 2024

Laneige, a Korean beauty brand has introduced Sara Tendulkar as its brand ambassador in India. Along with the announcement of a new Brand Ambassador, Laneige unveiled its Bouncy and Firm Sleeping Mask.

Sara Tendulkar, Brand Ambassador, Laneige India, commented, “I am thrilled to be part of Laneige's family. As someone with a biomedical background that makes way for a keen understanding of quality as well as a personal passion for skincare, I admire the brand's commitment to innovation and have been using their products for quite a while. It brings me immense excitement and humility to partner with Laneige, as their core belief in the radiance of each person's unique individuality resonates deeply with me."

At the launch, Paul Lee, Managing Director & Country Head of Amorepacific India, added, "Laneige proudly announces Sara Tendulkar as its Brand Ambassador, embracing her vibrant energy. Sara symbolizes the modern, self-assured youth advocating that beauty transcends mere appearances. With Sara onboard, Laneige aims to connect with a broader audience."

Mini Sood Banerjee, Assistant Director & Head of Marketing and Training Amorepacific India said, "As Laneige's journey evolves, we are thrilled to welcome Sara Tendulkar into our family as the embodiment of timeless grace and modern elegance. Her vibrant spirit and innate charm perfectly resonate with Laneige's commitment to empowering individuals to embrace their unique beauty. Together, we embark on a new chapter, celebrating authenticity and the transformative power of skincare."

"We are delighted to announce Sara Tendulkar as the new Brand Ambassador for Laneige," said Sally Lee, Brand General Manager of Laneige India. Sara's luminous charm and timeless elegance resonate deeply with our brand's values. Sara's deeper integration into the Laneige experience marks a remarkable milestone, fostering deeper connections with a burgeoning generation of consumers."






Korean beauty brand Laneige ropes in Sara Tendulkar as brand ambassador

Raymond delivered its highest-ever annual revenue of Rs 9,286 Cr and EBITDA of Rs 1,575 Crore with the EBITDA margin of 17.0 percent. Despite the Lifestyle business witnessing subdued consumer demand and challenging market conditions, Raymond's focused business approach across its operations led to robust growth in the Branded Apparel, Garmenting, and Real Estate segments, resulting in a double-digit revenue growth of 11 percent in FY24 as compared to previous year. The Real Estate segment secured a total booking value of Rs 2,249 Crore.


During this quarter, revenue increased by 23 percent YoY, reaching Rs 2,688 Crore, with highest-ever EBITDA of Rs 516 Crore and EBITDA margin of 19.2 percent. 

Branded Apparel business, witnessing increase in revenue from Rs 332 Crore in Q4FY23 to Rs 409 Crore in Q4FY24, representing a growth of 23 percent. In Q4FY24, the company recorded a total booking value of Rs 840 Crore, primarily driven by the launch of 'The Address by GS, Bandra,'; 62 percent of the launched inventory sold within 40 days.

During the quarter Raymond completed the business acquisition of Maini Precision Product Ltd. With this Raymond Group forays into sunrise sectors of Aerospace, Defense and EV components business. Going ahead post consolidation, through a composite scheme of arrangements, two subsidiaries will be created. One will focus on aerospace & defense, while the other will cater to the auto components with EV and engineering consumables sector, each
charting its unique path of growth with a primary objective of value creation.

In line with the strategic initiatives, the proposed demerger of Lifestyle Business is progressing as planned, having already received SEBI, shareholder, and creditor approval. Further, NCLT hearing is scheduled on 9th May 24 for the approval of Demerger.

Commenting on the performance, Gautam Hari Singhania, Chairman & Managing Director, Raymond Limited said; “I am satisfied with the performance across businesses, and they have demonstrated consistent growth throughout the year. Our Lifestyle business showed strong perseverance and recorded growth despite headwinds and muted consumer demand. For our Real Estate business, we have maintained strong booking momentum particularly with the launch of our first JDA project in Bandra, Mumbai. We remain committed to delivering value to stakeholders and are confident in our ability to capitalize on growth opportunities, ensuring sustained success in the future. We have our three verticals vis Lifestyle, Real Estate & Engineering business that are future growth engines which is in line with India’s vision of Viksit Bharat.



Raymond delivers highest annual revenue of Rs 9,286 crore

GreenCell Mobility's NueGo, India's leading electric intercity bus brand, is thrilled to announce its partnership with the much-anticipated Bollywood film “SRIKANTH”, starring the talented Rajkummar Rao.


As part of this venture, travellers can earn 10 percent discount on all routes by using the code "SRIKANTH" when booking through the NueGo App and website.


The limited-time offer is valid until May 30, 2024.


Devndra Chawla, chief executive officer & managing director, GreenCell Mobility said, "We are excited to collaborate with the movie 'SRIKANTH' and its talented lead actor Rajkummar Rao. This partnership aligns with NueGo's mission of providing a safe, comfortable, and sustainable travel experience to our guests, while also raising awareness about eco-friendly inter-city electric bus transportation among a broader audience."


Read More: <a href="https://www.storyboard18.com/brand-makers/spencers-retail-devendra-chawla-joins-green-cell-mobility-as-ceo-5475.htm">Spencer's Retail Devndra Chawla joins GreenCell Mobility as CEO</a>

NueGo teams up with T-Series film “SRIKANTH” starring Rajkummar Rao

Philips has launched a limited- edition trimmer that is co-designed by  Virat Kohli. Crafted to match the expectations of modern men.

Commenting on the launch, Deepali Agarwal, Business Head - Personal Health, Philips Indian Subcontinent, stated " At Philips, we are thrilled to launch the first-ever exclusive limited-edition Philips Beard Trimmer 1000, co-designed by legendary Indian cricketer Virat Kohli. This partnership brings together world class Philips technology with Virat's visionary input to craft a grooming masterpiece. It brings together two leaders in different realms of life who believe in being the best-in-class – Philips as a leader in men’s grooming devices and Virat as a world-class professional sports star. This first-ever limited-edition Philips Beard Trimmer 1000 is designed for young Indian men, many of whom are cricketing fans and can now own this exclusive grooming tool co-designed by Virat. At Philips, we invite consumers and fans alike to embrace a piece of Virat's legacy."

Virat Kohli, Philips India Male Grooming Brand Ambassador expressed his excitement, stating, “Partnering with Philips India to co-design this trimmer marks a special milestone for me. It's not just about endorsing a product; it's about infusing my personal experiences into every aspect of its design. Over the years, Philips has been my grooming companion, evolving alongside my style and needs. This collaboration is an extension of that journey—a blend of innovation and familiarity that reflects my own grooming evolution. I'm excited to share this trimmer, crafted with a personal touch, with all those who, like me, value both style and convenience in their grooming routine.”

Philips India launches limited-edition trimmer co-designed by Virat Kohli

Amagi announced that the 11th edition of the Amagi Global FAST Report continues to show double-digit growth for the global FAST industry over the last year. Comparing the 10th edition growth rates (Q4 2023 vs. 2022) with the current edition (Q1 2024 vs. 2023), this latest analysis indicated sustained advancement across key metrics, with an uptick in channel growth (28 percent vs. 25 percent), ad impressions (35 percent vs. 28 percent), and hours of viewing (HOV) (42 percent vs. 26 percent). These findings reaffirm FAST’s status as the fastest growing business model and highly sought experience within the streaming ecosystem.

“The 11th edition of the Amagi Global FAST report provides valuable insights into content preferences and viewing habits across diverse regions,” said FASTMaster Gavin Bridge, VP of Media Research at CRG Global. “By shedding light on the popularity of news in the U.S. and the dominance of entertainment in EMEA and LATAM, this report underscores the importance of understanding regional nuances to drive growth and engagement within the FAST ecosystem. As the upfront season unfolds, it is crucial for media companies to leverage these findings to inform their strategies and better serve the needs of their audiences.”

The newly released Amagi Global FAST Report offers critical data and insights derived from more than 50 FAST services and 5,000+ channels using Amagi THUNDERSTORM, the company's cutting-edge server-side ad insertion (SSAI) platform. Additionally, the report incorporates findings from the 2024 Amagi Consumer Survey, which reflects the preferences and viewing habits of nearly 500 U.S. households across various income brackets.

Key takeaways from the Amagi Global FAST Report include:

Continued Growth in FAST Viewership: The report identifies a robust increase in FAST viewership, with a double-digit growth in monthly active users (MAU) across all of Amagi's FAST platforms (ranging from 25-75% YoY). This growth, which outpaces that of established streaming models like SVOD and AVOD, underscores FAST services as a leading choice for digital entertainment, driven largely by new channel launches.


Diversification and Global Reach: Initially focused on U.S.-centric, news-heavy content, FAST services are now broadening their offerings. The introduction of numerous non-news channels has significantly contributed to viewership growth, with the entertainment genre leading in regions like EMEA and LATAM. This shift toward a more diverse and globally inclusive content strategy caters to a much broader audience.

Significance of O&O Channels: Owned and operated (O&O) channels are pivotal, making up about 25% of the top-performing FAST channels, particularly in popular genres such as music, news, and entertainment. These channels significantly enhance viewer engagement and retention by leveraging proprietary content.

Increase in Ad Impressions: Alongside viewership growth, there has been a notable increase in ad impressions, with APAC and LATAM still showing triple-digit growth while EMEA experienced a 111% rise in HOV and a 119% increase in ad impressions. This trend reflects growing advertiser confidence in FAST platforms as effective advertising mediums.

Addressing the Paradox of Choice: 86% of consumers spend considerable time deciding what to watch next, a dilemma that FAST's linear, "always-on" viewing experience can resolve. This not only enhances viewer satisfaction by reducing choice overload but also mitigates potential ad revenue losses for platforms, positioning FAST channels to expand their influence across all streaming platforms.

For industry professionals, advertisers, content creators, and media enthusiasts who want to delve deeper into these findings and explore their implications for the future of broadcasting and advertising, Amagi is offering an on-demand webinar, “What's on FAST? Tracking the content landscape and viewership trends.” Bridge joins Siva Natarajan, SVP of Strategy & Business Operations at Amagi, to discuss the latest findings of the Amagi Global FAST Report, with specific focus on topics such as the growth driven by new channels, the role of sports in FAST, the presence of FAST channels in non-FAST services, and the improvement in ad impressions and fill rates.

"The 11th edition of the Amagi Global FAST Report provides unmatched data and analysis on this burgeoning FAST ecosystem," said Srinivasan KA, Co-Founder and Chief Revenue Officer of Amagi. "Amagi's reports continue to provide detailed insights, resulting in a more comprehensive analysis with each iteration. As viewer habits and content monetization models continue to rapidly evolve, this report equips media companies, advertisers and ecosystem players with the insights they need to make informed decisions and chart a successful path forward in the complex modern media ecosystem."





86 percent consumers spend considerable time deciding what to watch next: Report

Lay's unveiled its limited-edition Dhoni collector's packs. Hosted at Le Marche, South Point Mall, it followed a social media post announcing the launch, Lay's set the internet abuzz. 


The packs offer a unique opportunity to own a piece of memorabilia and toast to Dhoni's phenomenal achievements on and off the field, stated the company.


Saumya Rathor, category lead – potato chips at PepsiCo India, kicked off the launch with excitement, stating, "With our limited-edition Dhoni packs, fans now have a new way to connect with their hero. These packs are a celebration of the colossal fandom that surrounds Dhoni, offering a unique collector's item for his die-hard fans. Dhoni's legendary spirit aligns perfectly with Lay's – both celebrate excellence and pure joy. The early access frenzy was a sixer, proving fans are amped to collect these keepsakes. We expect these limited-edition packs to be a prized possession for Dhoni devotees of all ages, making every match an unforgettable celebration.”


The nationwide launch of the Lay's Dhoni collector's packs is scheduled for May 4th, 2024.

Read More: <a href="https://www.storyboard18.com/watch-listen/why-pepsico-indias-lays-launched-gourmet-chips-1669.htm">Why PepsiCo India’s Lay's launched gourmet chips</a>

Lay's introduces limited edition Dhoni packs

GreenCell Mobility's NueGo, India's leading electric intercity bus brand, is thrilled to announce its partnership with the much-anticipated Bollywood film “SRIKANTH”, starring the talented Rajkummar Rao.


As part of this venture, travellers can earn 10 percent discount on all routes by using the code "SRIKANTH" when booking through the NueGo App and website.


The limited-time offer is valid until May 30, 2024.


Devndra Chawla, chief executive officer & managing director, GreenCell Mobility said, "We are excited to collaborate with the movie 'SRIKANTH' and its talented lead actor Rajkummar Rao. This partnership aligns with NueGo's mission of providing a safe, comfortable, and sustainable travel experience to our guests, while also raising awareness about eco-friendly inter-city electric bus transportation among a broader audience."


Read More: <a href="https://www.storyboard18.com/brand-makers/spencers-retail-devendra-chawla-joins-green-cell-mobility-as-ceo-5475.htm">Spencer's Retail Devndra Chawla joins GreenCell Mobility as CEO</a>

As part of this venture, travellers can earn 10 percent discount on all routes by using the code "SRIKANTH" when booking through the NueGo App and website.

IPO-bound Swiggy has launched a new feature for its users through which they can order privately, eliminating the need to manually delete order history.

The food tech startup has launched incognito mode for 10% of its users only but it will be fully rolled out shortly.


On the launch of this new app feature, Swiggy's Food Marketplace CEO Rohit Kapoor said, "As social as our lives are becoming, there are still things we prefer to keep private, and Incognito Mode is designed to address that need".

<a href="https://www.storyboard18.com/digital/ipo-bound-swiggy-reduces-losses-by-44-to-rs-2350-crore-in-fy24-report-41422.htm">IPO-bound Swiggy reduces losses by 44% to Rs 2,350 crore in FY24: Report</a>


The incognito mode will be active via a toggle in the app. The delivery will remain trackable for three hours to manage any post-delivery concern.


In the past Swiggy has introduced multiple features such as 'eatlists', 'explore mode', 'reordering', 'group ordering,' etc.

This week Swiggy released its fiscal year 2024 results. As per the media reports, the company has reduced its losses by 44% to Rs 2,350 crore and registered a revenue of Rs 5,476 crore between April and December 2023.

Swiggy reported a 36% rise in its operating revenue to Rs 11,247 crore in the last fiscal year.

<a href="https://www.storyboard18.com/brand-marketing/swiggy-spent-rs-1581-crore-on-marketing-says-junior-employee-embezzled-rs-33-crore-41571.htm">Swiggy spent Rs 1,581 crore on marketing, says junior employee embezzled Rs 33 crore</a>

The company's business grew 17% to Rs 6,100 crore while its quick commerce vertical Instamart reported Rs 1,1000 crore gross revenue in FY24.

In May this year, Swiggy filed IPO papers via a confidential route to raise up to Rs 3,750 crore ($450 million) via a fresh issue of equity shares and an offer for sale of up to an aggregate amount of Rs 6,664 crore.

Swiggy launches 'Incognito mode' for users to order privately

Celebrating 26 years of legacy as India’s largest auto media platform, OVERDRIVE's special anniversary edition highlights its unparalleled impact on the auto industry.


Over the years, OVERDRIVE has established itself as India's largest auto media for the bike & car community, providing in-depth reviews, helpful tips, step-by-step guides and expert advice. It has covered the evolution of the Indian automotive industry, from the rise of homegrown brands to the advent of cutting-edge technology and sustainable mobility solutions. The platform enjoys a robust presence across print, web and television.


Reflecting on OVERDRIVE’s successful journey, Kranti Sambhav, Editor, OVERDRIVE said, “A pioneer in automotive journalism, OVERDRIVE has been informing and inspiring generations of enthusiasts for the last 26 years. Despite the fast-changing media landscape, our commitment to honest unbiased coverage remains unwavering. We're more than just a magazine - we're a community. The team is hopeful that this community will grow even faster with our upcoming initiatives.”


To commemorate the milestone, the September 2024 issue of OVERDRIVE features exclusive content showcasing the best in automotive journalism. Along with in-depth reviews of the Mahindra Thar Roxx, Citroën Basalt and Tata Curvv, the edition also features an exclusive drive review of the Lamborghini Revuelto and an in-depth comparative review of the Swift and its rivals, dissecting the dynamics of the ever-competitive hatchback segment. For those with a taste for luxury, the anniversary edition has a feature on the opulence of the Mercedes-Benz Maybach GLS and the locally assembled Range Rover. A comparative review of three of the most anticipated motorcycles in India – the Guerrilla 450, Speed 400, and Mavrick 440, provides readers with a head-to-head analysis of the new models.


Since its launch in 1998, OVERDRIVE has been at the forefront of the Indian auto media landscape, keeping its readers abreast of every development that occurs in the ever-evolving automotive market. As it celebrates over two and a half decades of excellence, OVERDRIVE continues to solidify its position as the largest and most trusted auto media platform in the country.


Read More: <a href="https://www.storyboard18.com/brand-makers/firstpost-is-a-very-credible-and-significant-on-the-world-stage-palki-sharma-12962.htm">Firstpost provides a credible voice and platform for India on the global stage: Palki Sharma</a>

OVERDRIVE celebrates 26 years of legacy with a special anniversary edition

United Breweries Ltd, the maker of Kingfisher beer has disclosed that its flagship brewery brand will be available in the national capital by 2024-end. United Breweries Chief Marketing Officer Vikram Bahl in an exclusive conversation with Storyboard18 said, "Kingfisher will be in Delhi soon...most likely by the end of this year". 

Kingfisher has been off the shelf in Delhi's liquor shops ever since the Centre scrapped the "New Excise Police 2021-22", rolled out by the Aam Aadmi Party government. 

In the past one year, United Breweries, controlled by Dutch multinational brewing company Heineken NV has launched a bunch of products and has increased penetration in several states except Delhi. 

UB launched Heineken Silver in Karnataka and Goa; London Pilsner, Kingfisher Ultra Max draught, and Mango Rush in Karnataka last year, and Queenfisher in Goa in March 2024. The brewery brand is planning to launch a new product in Tamil Nadu as well. UB will be a presenting sponsor of the Indian Racing League (IRL) in the southern state.

"Tamil Nadu is an important state for our business as we are one of the big brands in the state and also have a local manufacturing facility. From every sense we felt to get associated with IRL as it's an emerging sport in India and Tamil Nadu is a hotspot," and added that UB would continue its investment in Tamil Nadu "in a big way".

Notably, UB's flagship brand Kingfisher, has been a sponsor in several sporting events such as the Indian Premier League (IPL), India Premiership 2023, FC Goa, etc. According to the annual report of the company, "Kingfisher delivered the highest-ever volume and revenue in FY24, supported by a packed calendar that tapped into its existing associations as well as new campaigns, such as leveraging ad campaign during the IPL campaign and association with Lucknow Super Giants".

Bahl explained that tying up with any sporting event has improved the brand score and business performance of the company. "We partner with sporting events to build association and to strengthen our brand forever".

UB is not just focusing on territories to improve the brand's presence but also targeting Generation Z, popularly known as GenZ.  Demographically, India is experiencing a youth bulge, with a median population age of 28, indicating a large market of legal drinking-age individuals who are likely to drive beer consumption as per United Breweries. 

Bahl said, "United Breweries is trying to associate with events and platforms of which GenZ are passionate about, such as motorsports, music festivals, and products such as Queenfisher that promotes inclusivity". Kingfisher strengthened its’ connection with young consumers by tapping into their passion for 'Gaming' through a year-long association with Kingfisher India Premiership in 2023, the company mentioned in its annual report.

The beer market is also seeing a shift towards more diverse product offerings, including flavored and non-alcoholic beers. Bahl said UB's Mango Rush and Queenfisher have received a positive response.

United Breweries reported a 27.47 percent rise in consolidated net profit to Rs 173.80 crore for the first quarter of the current fiscal year (FY25). The company posted a net profit of Rs 136.34 crore in the April-June quarter a year ago. The revenue from operations rose 10.83 percent to Rs 5,811.28 crore during the April and June quarter of FY2025 It was Rs 5,243.01 crore in the corresponding quarter a year ago. In the quarter, UBL invested Rs 47 crore on Capex, primarily in supply chain initiatives to cater to future growth.


Kingfisher beer to return to Delhi market by 2024-end: United Breweries

Formula 1 and Lenovo have announced the extension of its partnership that will see the technology giant elevated to a Global Partner in a multi-year renewal starting from the beginning of 2025. As part of the deal, Motorola, a subsidiary of Lenovo Group, will become Global Smartphone Partner of F1.


As a Global Partner of Formula 1, Lenovo will continue to provide F1 with state-of-the-art technology devices, solutions and services to support the delivery of Grands Prix at track and remotely. Under the agreement, Lenovo will serve as the title sponsor for two races per season and Lenovo and Motorola will have increased trackside branding at events. 


Since 2022, Lenovo technology has been at the heart of F1’s operations as an Official Partner. Through its on-site High-Performance Computing (HPC) solutions, servers and edge devices, Lenovo has been supporting Formula 1 in its delivery of its best-in-class broadcast product. 


Additionally, Lenovo’s Asset Recovery Service supports F1’s wider sustainability strategy, alongside its efforts to reduce emissions and reach Net Zero by 2030. Lenovo’s Asset Recovery Service helps ensure that retired computing hardware is recycled in a socially and environmentally conscious manner. Since the beginning of the partnership, F1 has sustainably disposed 95% of obsolete hardware, which ultimately helps to reduce costs and mitigate security risks through reliable data destruction with enhanced security.


In recent years, F1 has seen a growth in popularity, with increased television audiences, record attendance and fan engagement across all platforms. 


Through direct collaboration between F1’s technical teams and Lenovo’s Centres of Excellence, highly innovative solutions are being found to a variety of challenges, such as the use of onsite and Edge Compute AI solutions to improve operational efficiency during live F1 broadcasts, stated the company.


Stefano Domenicali, CEO and President of Formula 1 said, “I am delighted that Lenovo will become a Global Partner of Formula 1. Since joining the sport Lenovo’s creativity and passion for technology and innovation have supported F1’s ambitions to create more once-in-a-lifetime moments for fans. Today marks a new chapter in a partnership that will only continue to grow from strength to strength. I look forward to continuing our work with Lenovo and using our shared commitment to precision, innovation, and sustainability to ensure F1 remains the world’s most technologically advanced sport for years to come.”


Yang Yuanqing, Chairman & CEO of Lenovo, said, “We are thrilled to elevate our partnership to the next level becoming a Global Partner of Formula 1. Our vision at Lenovo is to harness the power of AI to create a smarter, more inclusive, and sustainable world, accessible to everyone. Through our groundbreaking partnerships, like the one with Formula 1, we are pushing the boundaries of innovation and performance. Together, we’re not just shaping the future of technology and motorsport, but we’re also ensuring that cutting-edge technological advancements benefit all, creating unforgettable experiences no matter where they are in the world.”


Luca Rossi, President of Intelligent Devices Group, Lenovo, said, “When we embarked on our journey with F1 three years ago, we knew they were the right partner for Lenovo as our brand values seamlessly aligned for a smarter, faster, and more sustainable future. Seeing our high-performance technology implemented across every level of the F1 organization fills us with pride, and our close collaboration together has just begun. We look forward to taking our partnership to newer heights and continue having Lenovo’s AI-ready hardware, as well as our solutions and services, transform and benefit the fan experience worldwide.”



Read More: <a href="https://www.storyboard18.com/brand-makers/communication-is-key-to-any-form-of-success-says-chandrika-jain-lenovo-india-26560.htm">Communication is key to any form of success, says Chandrika Jain, Lenovo India</a>

Lenovo becomes Global Partner of Formula 1 in renewed deal

Adivasi hair oil is the latest sensation on social media, with influencers of considerable followings lining up to promote the brand.


Alongside, social media is full of reels featuring men and women flaunting their long tresses and information on the ingredients used in the hair oil.


A well known post is of a man—who appears on most product labels—holding the product in one hand and his long tresses in the other.


Further, there are some posts highlighting evidence of hair growth after usage. Such posts serve as a treat to the eyes on the Instagram handle ‘adiwasihairoil’, out of many of their other handles, raising questions on their exact official advertising space.


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Recently, Faisal Shaikh, a famed TikTok influencer and internet personality, popularly known as Mr. Faisu, visited the tribal belt where the oil was prepared and he spread positive word of mouth on his YouTube channel Mr. Faisu.


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Other personalities like YouTube influencer Elvish Yadav, actor Sonu Sood and comedian Bharti Singh also heaped praises on the brand on their YT handles.


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Two months ago, Bollywood choreographer, film director and writer Farah Khan promoted Neelambari Adivasi hair oil on her YT channel where she visited the tribal belt. Towards the end of the video, she was heard saying, “Dekh mera baal kitna acha ho gaya (Look, how my hair has improved).”


As per a data sheet shared by KlugKlug with Storyboard18, around 238 influencers, which includes 209 nano influencers, 23 micro influencers, five macro influencers and one mega influencer promoted the brand.


<img src="https://images.storyboard18.com/storyboard18/2024/09/Untitled-design-2024-09-06T070155.043-2024-09-928bf5cf7cf8f7688cc67c61e16fe5d1.jpg" alt="" width="1280" height="720" class="aligncenter size-full wp-image-41517" />


<img src="https://images.storyboard18.com/storyboard18/2024/09/Untitled-design-2024-09-06T065925.337-2024-09-ccb27d799a2b3e6d21f3010e48b18e0f.jpg" alt="" width="1280" height="720" class="aligncenter size-full wp-image-41516" />


But, the reality is far from what has been projected.


“It had an unpleasant smell and did not improve my hair condition,”, “The worst oil ever used...my hair fall increased because of this”.


These are some of the reviews that pop up on Amazon when one wants to confirm the authenticity of the hair oil brand.


Amazon is not the only destination. Even YouTube is flooded with videos of people sharing their opinions on the hair oil brand which is not in a very positive light.


Though the brand is also available on Flipkart, its own official website carries reviews that greatly differ from the negative reviews on the e-commerce and social media platforms.


With the majority rating it a five, some of the reviews compliment the hair oil for reducing hair fall, dandruff, and showcasing significant improvement in the bald area. 


What is so special about this brand?


Sandeep Raj, who is the owner of the Adivasi hair oil, along with his wife Sudha, prepare the oil with 108 herbal ingredients. Raj is a part of the Hakki Pikki tribal community, one of the major tribal communities in Karnataka which are predominantly bird catchers and hunters. 


But how credible are endorsements by famed personalities of a brand that is not approved by FSSAI or FDA?


Endorsements: How credible are they?


Amyn Ghadiali, country head-India, GZ Creative Digital, said, “With great power comes great responsibility—especially for influencers, who wield word-of-mouth on steroids. They can make anything look legit, but without proper approvals like FSSAI or FDA, we're navigating ethically murky waters.”


He is also of the opinion that an influencer or a celebrity has more to lose in terms of credibility compared to the brand as there are a few identical Adivasi hair oils and they are interchangeable.


Let us look at 2023’s Noida startup scam. World Startup Convention depended on reliable voices like Ankur Warikoo (content creator), Chetan Bhagat (author and columnist), and Prafull Billore (founder, MBA Chai Wala) to spread word of mouth that personalities like X’s Elon Musk, Prince of Dubai, etc, were arriving. 


Attendees shelled Rs 6,000 to Rs 8,000 for the pass, and the sponsors spent around Rs 50 lakh. However, all of that turned out to be a scam, and influencers were equally blamed for their unverified endorsements.


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However, Jagdeep Kapoor, founder, chairman and managing director, Samsika Marketing Consultants is of the opinion that influencer marketing about something new isn’t a bad strategy. However, factual information should be disseminated based on scientific evidence to inform consumers of the risks and benefits. 


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According to Ashita Aggarwal, professor, marketing, SPJIMR, for Indian consumers, more than the certifications, the benefit stands important. Hence, word of mouth through celebs and real consumers appears more legitimate than any other kind of advertising and promotions. 


She gives an example of the Prime range of beverages in the UK, which was built on the power of influencers. They strategically used influencers and social media to build virality. The brand tasted success across the world, but slowly.


Packaging: As per the industry standards?


Speaking of the packaging design, according to Samsika's Kapoor, though the packaging design is not as per the design standards of modern brands, as long as it contains true claims and is recognisable, that’s its primary purpose. 


[caption id="attachment_41495" align="aligncenter" width="450"]<img src="https://images.storyboard18.com/storyboard18/2024/09/neela-2024-09-0e41f2ac7fc8bd47aa15fe56aa7fc195.jpg" alt="(Image source: Official website)" width="450" height="450" class="size-full wp-image-41495" /> (Image source: Official website)[/caption]


Anand Narasimha, professor - brand marketing, JAGSOM, said that if they are making a claim that it aids in the good health of the hair, then it is very crucial to have scientific packing. 


Gozoop’s Ghadiali highlights the hair oil’s packaging is similar to their marketing—raw, unpolished which is exactly why it grabs attention.


“It’s not the usual sleek-haired model; it is real men and women of the community with oily hair. It’s not selling style; it’s selling 'effectiveness’,” he said.


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Ghadiali added that packaging needed clear labels, proper instructions, and safety info. And without regulatory approvals, the packaging would be authentic but the claims wouldn’t be genuine.


SPJIMR’s Aggarwal has a contrasting point. “If it’s sophisticated and elegant, probably people won’t trust the brand or buy it. The brand doesn’t want to and should not compare with industry products as then it will lose its ‘authentic’ imagery.”


Influencers: Earnings and parameters to endorse


Sooraj Pillai, group creative director, DDB Mudra Group, who hails from Chikmagalur, which is the central hub of Adivasi hair oil, calls the brand concept a ‘lie’. 


He said, “Apart from monetary gains, I don’t see any other reason for anyone to endorse this product. Because there is no way to prove the product's effectiveness unless used for a long duration. And no influencer would have used it long enough to see any significant difference.”


JAGSOM’s Narasimha, Gozoop’s Ghadiali and Kalyan Kumar, co-founder and chief executive officer, KlugKlug concur. 


However, SPJIMR’s Aggarwal is of the opinion that promoting brands like Adivasi hair oil signals inclusivity from the part of celebrities, as they want to be associated with new ‘authentic’ products. 


Speaking of pay, KlugKlug's Kumar highlighted that in any normal environment, Yadav would charge upwards of Rs 20 to 30 lakh per post. “These things really sell well in the unorganised market. With the power of influencers, one gets into the visibility zone with powerful, semi-authentic tribal background conversations saying centuries of traditional research, etc,” he said.


Rohit Agarwal, founder and director, AlphaZegus Marketing, reveals that such personalities aren’t mainstream and need to find different ways of getting a paycheck. 


Brands like Adivasi Hair Oil play it very safe and smart where they don’t rope in A-list of celebrities lest they come under the scanner. 


They go for a B list or C list of celebrities so that their word is spread. It's also important to understand that there is this advocacy factor that exists, Agarwal said.


The other option that can be considered by a brand is looking out for creators that have a cult following where they can demand any kind of money.


In the case of real money gaming or betting categories, where they are bound by certain platform rules or government laws, they approach surrogate marketing or influencer marketing.


That's when they would put in a monthly budget of Rs three to four crore per month purely towards influencer marketing, Agarwal said.


According to Sharad Gupta, founder and chief executive officer, WNN-WhyNotNow Brand Consultancy, category-based online influencers can charge anything from Rs 10 lakh onwards for one exposure depending on the subscriber and follower base.


The majority of oil, fast food, cosmetics and lifestyle products indulge in such associations as they offer lucrative and long-term monetary benefits to the influencers and celebrities, Gupta revealed. 


He also mentioned that the influencers or personalities also negotiate an equity or stake in the business, which is like an investment of growth as an alternate investment. As the brand or the product grows big, their equity brings a larger value to them, which is way larger than one-time brand ambassador fee.



Certified versus non-certified products: Endorsements, facts and difficulties



AlphaZegus’ Agarwal said that FSSAI products have more options to market in terms of platforms as compared to non-FSSAI products, which then resort to surrogate or influencer marketing. 


Since the Adivasi hair oil brand is not certified, it will be unable to run TV commercials or digital ads or any forms of direct marketing. Otherwise, it will come under the platform, publisher, or government’s scanner.


WNN's Gupta said that non-certified product associations garner higher endorsement fees, depending on the platforms of visibility, online and offline mode and the duration or the frequency of exposure. 


Be it certified or non-certified, in the end, trust plays a big factor. 


One such example is Sanfe, a woman's body care brand, where actor Radhika Apte (onboarded in 2021) promoted the brand, which claimed that it was FDA approved, and was sent a show-cause notice in 2019.


As per Ghadiali, millions of women were convinced that their intimate whitening creams and bum-and-back lightening serums were the answer to their prayers. But they weren’t. “It’s a classic case of marketing magic tricking us into believing the unbelievable,” he said.


JAGSOM's Narasimha said, “As consumers, we should do research about the things that we are using that involve our health and not get carried away. Hence, all stakeholders need to become more conscious.”


In the case of e-commerce platforms, they should also do due diligence and be responsible with respect to the kind of products they are willing to sell on their platforms, he said. 


Read More: <a href="https://www.storyboard18.com/quantum-brief/what-makes-deepika-padukone-a-brand-19704.htm">What makes Deepika Padukone a brand?</a>

Adivasi hair oil: Are the influencer endorsements and product packaging credible?

Tonic Worldwide's insights division, GIPSI launched The Festive Report Part-2. The report captures six performance and growth focused insights. 


There is a 22 percent rise in users on India’s top five quick commerce apps in pre-festive 2024. The convenience and instant gratification offered by these platforms are driving this trend, opening up opportunities for a wide range of product categories from pooja essentials to electronics. In essence, this has changed the core behavior during festive season from planned to impulse buying.


The 3x rise in mentions of ‘sign-up discounts’ on X since January 2024 indicates that consumers are willing to share data in exchange for value-adds, which in turn helps brands generate first party data to nurture post festive season.


Data reveals a 96 percent rise in chatter expressing concerns and complaints about ‘fake reviews’ on X from May to July 2024. Over 86K posts on Instagram #triedandtrue, #notsponsored & #whatiorderedvswhatigot shows how the search for dishonest reviews are not just limited to marketplaces but go beyond, stated the report.


There is an 82 percent rise in ‘recipe ideas’ & 20x rise in ‘home decor ideas’ searches during festive 2023 compared to pre-festive 2023. Users are listening to music for 3K+ more minutes in festive season 2023 compared to pre festive 2023. 


A seven percent drop in consumer retention on India’s top five online shopping apps points to a change in consumer behavior during festive seasons and sales. Today, app deletions occur not just due to lack of need but also because of issues like insufficient storage, the search for better alternatives, and the desire to experiment with new apps, highlighted the report.


There were 2.2 million more searches for sales in pre-festive 2024 compared to pre-festive 2023 indicating that consumers anticipate festive sales and try to make the most of the period. 


Anjali Malthankar, national strategy director and GIPSI co-head, says, “Part-2 of the GIPSI Festive Report shines a light on matters that matter most to marketers - actionable growth insights. The report is rich with insights from topics like quick commerce that have an immediate implication for the festive season and are reshaping the customer expectations to unique perspectives on known problems of app metrics under the section 'App-with-benefits. It further includes unique insight buckets such as First Party (data) Then Nurture (Leads), a great hack for 1P Data and how to leverage festive season for the same. While Part-1 and Part-2 of the GIPSI Festive Report stand independent of each other, together they deliver a great start to all marketers with a digital agenda this festive season.”


Unmisha Bhatt, co-founder and CSO at Tonic Worldwide, expressed, “As the festive season kicks in, AdEx is set to surge with brands vying for consumer attention. With digital platforms taking center stage and new commerce trends emerging, we recognize the need for marketers to maximize the ROI of their festive ad spending. Part 2 of our Festive Report is a step in that direction. For the first time, we are unveiling festive ‘performance-focused’ insights that can guide and enhance media strategies for growth marketers. While our first edition focused on deepening customer engagement and building brand consideration, this second edition aims to power strategies targeting the crucial lower end of the purchase funnel.” 



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22 percent rise in users on quick commerce apps during pre-festive period: Tonic Worldwide's GIPSI report

Its curtains for Vistara. The airline is being merged with Air India on November 11, bidding goodbye to its many patrons and admirers. This move has been in the works for a while, so it's not exactly a surprise, but it's still an unusual step, one that would have given the Tatas much to think about before finally pulling the plug on Vistara.


Post mergers and acquisitions, it is not uncommon for companies to choose a single brand out of the options they have. It makes financial sense, lends focus, makes investment decisions easier, and simplifies the business. What stands out here is the fact that, in spite of being a younger brand, Vistara is a far more well-regarded brand than Air India.


Popularity of Brand Vistara


In an industry where building a good reputation is notoriously difficult, Vistara is seen by many as India’s best airline. One has only to look at Indigo to appreciate just how easy it is for a brand to lose lustre. Indigo started out extremely well, but the pressure of growth seems to have taken a toll if one goes. By the many tales of woe that passengers have been narrating of late. Vistara, on the other hand, is seen to have maintained its level of service; its food is unusually well thought of, going by airline standards, and overall it is seen as a premium and responsive brand.


Brand Air India Struggles 


Air India, on the other hand, is anything but. Plagued by decades of mismanagement at the hands of the government, this once prestigious carrier is in reputational tatters. It suffers from many of the problems that legacy public sector brands do: old infrastructure, ageing employees used to a culture of indifference, political interference at every step, and financial mismanagement. In terms of image, Air India is a brand that, barring a few diehard supporters, is not by means preferred. Its shortcomings have been exposed even more once the sector has seen the influx of private sector brands.

Even in the few years since its takeover by the Tatas, the brand is struggling. To be sure, improvements have been made, new aircraft are being added, and the food is getting some attention, but none of these have moved the needle significantly enough. To be fair, it is not easy for such a large organisation with such a long history to turn smartly on its heels and do an about turn. Change is going to be a long and arduous process, and no easy short cuts are available.


That makes this particular decision even trickier than it would have been otherwise.


Is Merger A Good Idea? 


Here we have a really popular and liked brand being sacrificed at the altar of another, which is old, frayed around the edges, and one that is difficult to change quickly. Wouldn’t it have been smarter to continue with both brands? After all, Air India Express and AIX (formerly Air Asia) already exist; couldn’t another brand have been kept in the portfolio? In theory, the idea of simplifying the business and achieving financial and operational efficiency makes sense, particularly since even Vistara was not making profits, but in reality, is a valuable asset being lost?


The problem with this argument is that it ignores the potential value of the Air India brand. It is not just another name, but one that carries with it the aspirations of the nation. It represents the country; owning this brand is not just a matter of profits but also one of pride and prestige. For the Tatas in particular, given that they built this brand at its inception and have been trying to regain control over it for a long time now, it is a matter of responsibility. At a certain level, having acquired the brand, they have no option but to back it fully, however onerous the task. The question of running both brands, with Air India being the lower-cost option, simply does not arise, not for practical reasons but for emotional ones.


Vistara, for all its premiumness, simply does not have the depth resonance that an Air India has. Yes, it is true that a lot of the early promise of the brand has been squandered away, but in the long run, it is a brand that needs to be revived and restored to its former glory. This seemingly perverse decision by the Tatas is rooted in the long term and is seen from the lens of promise rather than leverage. The smarter thing might be to retain Vistara, but letting it go might turn out to be wiser. In the long run, a vibrant and well-run Air India is an invaluable asset, however difficult the task seems at the moment.


While brands are business assets and need to be viewed from the lens of business metrics, that is not all that they are. They connect with us in deeper, more subterranean ways. They speak to our underlying needs and motivations and have the power to symbolise much more than what the product offers on the surface. Air India is potentially much more than an airline. As the nation progresses, it can be a tangible sign of the best that it has to offer.


The Tatas have taken on a challenge by backing Air India. As a business group, they are perhaps the most equipped to handle this, but all eyes will be on them. They cannot afford to get it wrong.


Santosh Desai is columnist, author and brand consultant. Views are personal, and do not represent the stand of this publication.

Ta-ta Vistara: With Air India-Vistara merger, it's curtains for the popular brand

FADA President, Mr. Manish Raj Singhania, commented on the auto retail performance for August 2024, stating, “In August, India witnessed 15.9% excess rainfall across the country, with northwest India seeing a surplus of 31.4%, 7.2% in the east and northeast, 17.2% in central India and a minor deficiency of 1.3% in the peninsular region. This monsoon season brought unpredictable weather, starting with extreme heat waves which delayed monsoon and transitioned into heavy rainfall, leading to flood-like conditions in several areas.

These weather anomalies have had a direct impact on India's auto retail market, which registered a modest YoY growth of just 2.88% in August. While the two-wheeler (2W) and three-wheeler (3W) segments managed to post growth at 6.28% and 1.63%, respectively, other categories faced significant setbacks. Passenger vehicle (PV) sales declined by 4.53%, tractor sales dropped by 11.39% and commercial vehicles (CV) saw a 6.05% drop, underscoring the challenges the industry is grappling with, due to these volatile conditions.

The 2W market saw a MoM decline of 7.29%, largely due to excessive rains and flooding, which disrupted demand across various regions. Many customers postponed their purchases, anticipating new product launches, while others deferred due to market saturation and changing preferences. Limited marketing efforts from OEMs and subdued market sentiment further impacted sales. Despite these headwinds, the 2W segment grew by 6.28% YoY, thanks to improved stock availability and the onset of the festive season. Our retail strength index also indicates that rural sentiments remained strong on a YoY basis.

 
FADA is raising SOS signals as PV sales fell by 3.46% MoM and 4.53% YoY. Even with the arrival of the festive season, the market remains under significant strain due to delayed customer purchases, poor consumer sentiment and persistent heavy rains. Inventory levels have reached alarming levels, with stock days now stretching to 70-75 days and inventory totalling 7.8 lakh vehicles, valued at an alarming Rs.77,800 crore. Rather than responding to the situation, PV OEMs continue to increase dispatches to dealers on a MoM basis, further exacerbating the issue.

 
FADA urgently calls upon all Banks and NBFCs to intervene and immediately control funding to dealers with excessive inventory. Dealers must also act swiftly to stop taking on additional stock to protect their financial health. OEMs, too, must recalibrate their supply strategies without delay, or the industry faces a potential crisis from this inventory overload. If this aggressive push of excess stock continues unchecked, the auto retail ecosystem could face severe disruption.

 Commercial vehicle sales experienced a sharp drop, with an 8.5% MoM decline and a 6.05% YoY fall. Members have pointed to key challenges, such as heavy rains, floods and landslides, which have severely impacted market activity. Additionally, reduced construction activity and sluggish demand in industrial sectors have further strained sales. The CV segment continues to struggle, facing pressure from steep discounting by competitors, which has only intensified the decline. Weak sentiment, coupled with inventory and cash flow challenges, continues to affect the industry overall.”

Near-Term Outlook

India experienced 16% above-normal rainfall in August, with additional rainfall forecasted for September, according to the IMD. This excessive rainfall poses a significant risk to crops nearing harvest, particularly those planted in late June with a 75 to 90 days maturity cycle. Continued heavy rains could negatively affect rural sales, as reduced agricultural output may lead to diminished purchasing power.

Additionally, the Shraddh period in September, regarded as an inauspicious time for purchases, is expected to pause sales for some time. In the CV segment, sluggish construction activity, liquidity issues and weather-related disruptions are likely to suppress demand further. Aggressive discounting practices continue to pressure dealers, leading to reduced profitability and a generally cautious market sentiment.

On the positive side, the upcoming festivals, such as Ganesh Chaturthi, Onam and Navratri, are expected to boost consumer sentiment, especially in urban areas. Moreover, favourable rainfall in certain regions has improved agricultural prospects, which could enhance purchasing power in rural areas as the monsoon subsides. In the CV segment, increasing demand for iron ore, steel transport, and tippers offers a potential lift, supported by new model launches and marketing efforts from OEMs.

Given these factors, FADA remains cautiously optimistic about the near-term outlook. While the festive season and improved rural demand present promising opportunities for growth, ongoing weather uncertainties and high inventory levels may temper the overall recovery. To navigate these challenges, strategic inventory management and targeted marketing initiatives will be crucial in maximizing festive sales and mitigating risks from adverse weather conditions

Unpredictable monsoon derails auto retail: PV sales plunge 4.53% YoY

Bollywood actor Ranveer Singh will be an equity partner with Allied Blenders and Distillers Limited (ABDL), in a new business venture to offer a portfolio of premium brands. ABDL announced their Board approving the formation on 4th September 2024. 


"I am delighted to partner with Allied Blenders and Distillers Limited’s unique initiative. This venture is not just about creating and offering premium and luxury spirits, but equally about realizing the aspirations of the Indian consumer. We're blending world-class products, sourcing and craftsmanship with the rich, vibrant flavours of India, creating experiences that speak to people,” said Singh.


"At ABDL, we have believed in the power of innovation. This new venture, with the major impact personality like Ranveer Singh, represents our commitment to bring together simply the best. With him as our business partner and a creative mentor, we are confident that our luxury products will resonate with consumers," said Alok Gupta, managing director, Allied Blenders and Distillers Limited.


The creation of this would mark a strategic move for ABDL, allowing the new venture to focus on the world of luxury spirits, while retaining the existing core brands in ABDL itself. This business venture with Singh in partnership will ensure quicker decision-making, nimble adaptation to market trends, and specialised marketing expertise for the luxury segments. 


The entity will launch its own brands, partner with promising Indian start-ups, work with major international brands, and use the strong ABDL sales and manufacturing networks with clear go-to-market strategies.


Read More: <a href="https://www.storyboard18.com/advertising/pernod-ricard-to-sell-imperial-blue-in-shift-towards-premium-brands-41349.htm">Pernod Ricard to sell Imperial Blue in shift towards premium brands</a>

Allied Blenders & Distillers partner with actor Ranveer Singh for a new business venture in luxury spirits

The global demand for Indian spirits is increasing, presenting an opportunity for growth. The Agricultural and Processed Food Export Development Authority (APEDA) plans to promote both the Indian alcoholic and non-alcoholic beverages globally with a target of $1 billion in export revenue over the next few years. APEDA as part of the ‘Make in India’ initiative has been targeting to increase exports of Indian Spirits to major foreign destinations. India currently ranks 40th in the world for alcoholic beverage exports.

In a landmark move for Indian spirits, Godawan Single malt whisky is all set to launch in the United Kingdom as an artisanal single malt whisky made in Rajasthan, India.

The first batch of Godawan was flagged off to United Kingdom jointly by Shri Rajesh Agrawal, Additional Secretary, Ministry of Commerce & Industry, Government of India, and Ms. Debra Crew, Chief Executive of Diageo Plc,  Mr. Abhisek Dev, Chairman of APEDA, and Ms HinaNagarajan, MD & CEO, Diageo India along with other senior representatives.

Godawan Single malt whisky had participated in the International Food and Drinks Event (IFE), London in March 2024 under the ambit of APEDA and undertook promotions of Godawan.  This worked as a precursor to launching Godawan in UK and commencing exports to UK.

This initiative will support farmers of Alwar region. The six row barley used in the production of Godawan, has been locally procured that helps in enhancing the agricultural income of the local farmers through it’s backward linkages.

NueGo teams up with T-Series film “SRIKANTH” starring Rajkummar Rao

As part of this venture, travellers can earn 10 percent discount on all routes by using the code "SRIKANTH" when booking through the NueGo App and website.

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