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Raymond re-appoints Gautam Singhania as MD amidst high-profile divorce fight

Paytm's president and COO Bhavesh Gupta steps down

Representational image via Unsplash

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Biz Moves: Interactive Avenues, Verve Media, Foxymoron and Grapes

There is an opportunity for building a better agency, not just a different one: Manja's Prajato Guha

Is LinkedIn emerging as a bigger threat than Threads for X?

Total broadband subscribers increase from 916.77 to 924.07 million in a month

Total broadband subscribers in India increase from 916.77 to 924.07 million in a month

Indian market has unexplored opportunities: Warren Buffett

CXO Moves: Exec movements across WPP, Ola Cabs, Havas India, Unilever and others

Piyush Pandey

Adtech regulation a priority for Modi govt in third term: MoS Rajeev Chandrasekhar

Credibility of news and platforms are as important as monetisation challenges: Anurag Thakur

HUL: Meet the leaders who have emerged from "The CEO Factory"

Punit Goenka addresses Zee employees; ensures no layoffs due to failed merger

Disney's strategic sale to Viacom18 set to boost market share to 40 percent

The Leader's Edge: Storyboard18 in conversation with leaders, decision makers and disruptors

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

Thomas Cook (India) Limited, an omnichannel travel services provider has launched its Ghar Jao Vote Karo campaign. The Company’s strategy is two pronged: encourage citizens to vote and reward them for their efforts with a holiday discount & a free travel bag once they vote.

Election Commission data revealed that of the eligible population, 67.11 percent cast their vote in the 2019 general elections. A challenge impacting the turnout was the migrating Indian population, moving from Tier II and III cities into urban towns/metros. Thomas Cook India recognising the importance of every vote, has hence conceptualised its campaign to create awareness while gratifying the voter with incentives, stated the company. 


Thomas Cook India’s <em>Ghar Jao Vote Karo</em> campaign will extend till June 1, 2024, to encourage Indians to exercise their right to vote by flying back to their respective hometowns - where they have been registered as voters. 


As part of the campaign, the pre-election offer includes a discount of Rs. 1,000 off on return air tickets (per adult) on providing proof via any official document such as their Voter ID/ Aadhaar Card, etc. The last date of flight departure is June 1, 2024, synchronised with the last date of polling.

 
Several voting dates this year coincide with India’s summer vacation season. Hence, in its initiative to recognise and reward active participation in the electoral process, Thomas Cook India will offer a special post-voting holiday discount- for its domestic and international group tours (Rs. 3000 off on its Domestic Group Tours or Rs. 5000 off on its International Group Tours, per family). The process is simple: customers merely need to display their inked finger at any of Thomas Cook’s extensive retail outlets pan India and avail the offer. The exclusive post-voting holiday discount is valid up to July 31, 2024.

 
With many election dates falling on Mondays, Thomas Cook’s data reveals that with travel high on their consideration, Indians are likely to extend their weekends into ‘smart weekend holidays’ thus accelerating the emerging trend of ‘Election Tourism', added the company.


Abraham Alapatt, president and group head - marketing, service quality, value added services and innovation said, “With our Ghar Jao Vote Karo campaign, we want to inspire Indians to vote – especially if they need to travel to their hometowns to exercise their franchise. Our intent is two-fold - motivate Indians pre-voting to make the effort and to thank them post-voting, with a special holiday offer of a discount and a travel bag. The campaign message of Ghar Jao Vote Karo - also makes for engaging social sharing - that we believe, will not just encourage voters but also serve to amplify this important message to others as well.” 


<strong>Read More:</strong> <a href="https://www.storyboard18.com/how-it-works/thomas-cook-india-foresees-continued-growth-in-leisure-travel-despite-elevated-costs-28239.htm">Thomas Cook India foresees continued growth in leisure travel despite elevated costs</a>

Thomas Cook India aims to motivate voters with its ‘Ghar Jao Vote Karo’ campaign

Much is being said about Gen Zers and the challenge that youth brands face in reaching out to these groups of original digital natives. The best way to analyse any tough challenge is to decode the issues and get down to the basics. The same approach could help with Gen Z youth.

Gen Z denotes those born between 1995 and 2010. Since this represents the first generation that was at ease in zooming into the Internet, the ‘Z’ refers to ‘zoomer’. Understandably, Gen Zers are tech-savvy, progressive, globally-connected, individualistic and radically inclusive, to mention just a few of their characteristics. That is why brand marketers are usually advised to create alluring social media content in attracting Gen Z consumers. Yet, this is easier said than done. Let’s understand why.

<strong>Fluid, Fiercely Independent and More</strong>

To begin with, Gen Zers are a difficult-to-define generation. It’s the fluidity and fierce independence that has made Gen Zers so challenging to get through for brands. Research insights from Horizon Media reveal another aspect that makes them a tough nut to crack for marketers – their preference for going niche. Accordingly, brands are advised to follow the niche route and avoid the norm when it comes to courting and connecting with the seemingly contradictory nature of Gen Zers. Protracted periods of social isolation, especially during the pandemic, have created an influential generation that hankers for niche pursuits and like-minded cohorts.
 
<strong>Mass Niche and Other Key Insights</strong>

Two key findings from this research tell a tale in themselves. First, to find new content connected to their novel passions, 89 percent of Gen Zers bank on social media. Second, 65 percent view themselves as really big fans of something. 

More significantly, compared to older generations, the youth is 30% more inclined to believe that enjoying many ‘small interests’ is a better option than restricting themselves to in-depth subjects that are fewer. In a nutshell, this generation is spearheading the era of mass niche.

Additionally, along this transformative journey, they are creating and redefining their individuality across several subcultures each day. As a result, Gen Zers are no longer passive observers within their groups but have turned into active participants within these communities who are co-creating stories while forming strong bonds across varied subcultures. Gen Zers don’t feel the pressure of conforming to their peers and believe strongly in standing apart. 
 
<strong>The Significance of Subcultures</strong>

Again, it is imperative to decode the meaning of subcultures. In essence, it signifies groups of people who distance or differentiate themselves from the values and norms of mainstream society. In the case of Gen Z, this is determined by the search for community-oriented experiences that encourage them to connect via their interests and passion.

It is these trends, beliefs and insights of Gen Zers that brands must comprehend and connect with to get their messaging across. Social media platforms such as TikTok, YouTube Shorts and Instagram Reels have triggered big-time shifts in how these groups consume and search, boosting the potency of such subcultures. Given this backdrop, brands should appreciate the role of social media in driving Gen Z culture and consumption. Irrespective of the channel, brands need to embrace a social-first approach to connect with the target audiences they influence.

Some of the subcultures cover categories such as Entertainment, Retail, Sports, Music, Gaming and Identity, among others. Consider the Comfort Creators. The self-care enthusiasts grant permission to unwind in the current hustle culture without entirely disconnecting. The Copyconomists crowdsource cost-smart workarounds that make sure they top the latest trends without busting the bank. As for the Country Revivers, they embrace the light-hearted folk sensibility of country music, remixing for a more diverse, broader audience. Then there are the TALE-gaters, who craft narratives in the world of sports that stretch beyond scoreboards and invite wider audiences to enjoy and engage in sports fandom.

<strong>A Flashback to Further Understand Gen Zers</strong>

In doing a recap, it’s no surprise that the Internet usage of Gen Zers zoomed during the pandemic when the best way to pass time was to download videos and create a few themselves. Some of the most influential trends went viral during this period, forever transforming Gen Z culture.

The soaring Internet consumption meant Gen Zers dived deeper into this online realm and began discovering what interested them the most. A sizeable section of this youthful generation realised they could really be themselves online. It is this feeling of freedom that propelled Gen Z subcultures.
However, some brands may still be wondering why they should focus on Gen Z subcultures. That is necessary since subcultures have emerged as the new demographics for this young generation. If marketers want productive outcomes for their brand campaigns, the way forward lies in targeting relevant community groups that spur higher engagement rates. This is primarily because these audiences are eagerly waiting to consume content that resonates with their niche values.  

For brands seeking to engage with Gen Z subcultures, it is crucial to choose a clear cultural line, not spread the net far and wide for everything. Instead, marketers must choose what best represents their brand while paying attention to the youth in these communities and subcultures. That is the only way brand stories will resonate with these youth who have a mind of their own and prefer to stay away from the social herd.
Ultimately, it is only by connecting with subcultures that brands can win the chance to build authentic connections with Gen Zers. This is the best way to create winning propositions for both brands and Gen Zers.


<strong>The article is written by Rahul Arora, National Sales Head, Rusk Media. Views expressed are personal.</strong>

Gen Z subcultures: What does it mean for youth brands?

Alphabet paid $20 billion to Apple in 2022 to maintain its status as the default search engine on Safari, Apple’s web browser. As per a report by Bloomberg, the amount Google paid in 2021 was around $15 billion.

The numbers were disclosed through documents which are a part of the US Department of Justice’s antitrust lawsuit against Google. One of the main premise of the antitrust case is how Google’s deal with Apple has monopolised online search business.

The amount paid by Google to Apple has increased in the last couple of years. It was $15 billion in 2021 and the recent increase shows the growing importance of maintaining a default position in a world where search engines drive significant advertising revenue — especially for Google, as per rpeorts.

Apple does give users a choice to change the search engine on all of its devices. There are options like Bing, DuckDuckGo available to users. However, by default, Google Search is set as the primary search engine in Safari on iPhones, iPads and Macs. Google does get a readymade vast customer base as Apple has billions of activated devices.

The deal also highlights the competitive landscape of the tech industry, where companies like Microsoft have attempted to negotiate similar agreements with Apple, albeit unsuccessfully. In fact, it was reported that Microsoft wanted to sell Bing to Apple. The DOJ has argued that the deal stifles competition and give an unfair advantage to already dominant players in the market.




Alphabet paid $20 billion to Apple to maintain its status as the default search engine

Shashi Sinha is a true Media Maven of India’s advertising industry and one of the key figures shaping its future, not only in terms of cultivating next-gen talent but also helping define the rules by which media companies play. Sinha is the CEO of leading media investments group IPG Mediabrands which has firms like Lodestar, Initiative and BPN, driving media planning and buying for the country’s biggest advertisers. He is also the current chairman of industry body BARC which is the Broadcast Audience Research Council. In a special candid chat with Storyboard18's editor Delshad Irani, Sinha revealed his succession plan for the first time as he shared his outlook on cultivating and fostering talent. He also shared his take on the sweeping changes disrupting advertising and the media landscape. 

Edited excerpts. 

<strong>The advertising industry is witnessing a talent bleed. What is your approach to cultivating and fostering talent?</strong> 

There are two parts to talent - quality talent and culture, and they are intertwined. Quality talent is how you compensate and the truth of the matter is that compensation in agencies is under pressure right now. We're competing with ourselves and we're undercutting each other. As a result you're not able to get the right talent and pay them well and retain them. The industry association led by PK (Prasanth Kumar of GroupM) has realised that and we are moving towards asking for what is rightfully ours from clients, and clients will also give, if you explain to them this is what it takes to have quality talent. But that's a long haul. 

<blockquote class="twitter-tweet" data-media-max-width="560"><p lang="en" dir="ltr">In a special episode of Media Dialogues With <a href="https://twitter.com/BrandStoryboard?ref_src=twsrc%5Etfw">@BrandStoryboard</a>, <a href="https://twitter.com/delshad_irani?ref_src=twsrc%5Etfw">@delshad_irani</a> speaks to a true Media Maven Shashi Sinha, CEO of <a href="https://twitter.com/IPG_Mediabrands?ref_src=twsrc%5Etfw">@IPG_Mediabrands</a> &amp; the current chairman of industry body BARC. <br><br>Sinha shares his outlook while giving his take on the sweeping changes disrupting AdEx… <a href="https://t.co/WxFKjsSEj4">pic.twitter.com/WxFKjsSEj4</a></p>&mdash; CNBC-TV18 (@CNBCTV18News) <a href="https://twitter.com/CNBCTV18News/status/1785655206476128531?ref_src=twsrc%5Etfw">May 1, 2024</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<strong>What are some of the steps?</strong> 

We undercut ourselves. We say, "Listen, I will give it to you cheaper." How do you get cheaper?... So, we are saying that there has to be some table stakes and you don't go below table stakes. We're working on it. But the other important part is culture. 

We have leaders who have been with us for years. The culture fosters it. Given half a chance I will promote a person from inside rather than get someone from outside. 

They play together, they work together, you're building teams, and that's true for the entire organisation. We were in a very large client review and we put up a slide saying in the last five years, 95% of the people on the account have been constant. So the team has gone up on that account from 40 to 80. But the old people are not gone, they're still there. That's a remarkable story to tell in this day and age.

Someone could have said 'but you're not getting fresh thinking'. I say the fresh thinking is there because there are new people coming on, but the leadership has been there, and that provides continuity. So there are two ways of looking at the data. 

Rightly or wrongly, as I said,  in my mind, I will always pick up an insider whether they are 80 or 70 percent ready rather than someone from outside. There are some clients who believe that and some who don't. Many clients like Amul see the value in such continuity. They've had changes from their side, we've had changes from our side, but they are all insiders and we're all insiders. To some clients (like startups) it doesn't matter. 

It's a large market. Those who believe in what I am staying will work with us.  

<strong>What do you think of succession planning? Have you thought about it?</strong> 

Without getting into names, I did speak to our global team and I said, it is for you to decide but this is the way I see it. We have charted out a future and I have said 'there has to be someone from within, you let me know and I am happy to handle the transition'. Hopefully, if all goes well, we will come back to you and talk about it. We have a plan. Whether the plan fructifies or not, depends on how the global environment is. 

<strong>Watch the full interview on Media Dialogues with Storyboard18 on CNBC-TV18.</strong> 

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<a href="https://www.storyboard18.com/interviews/barc-to-launch-new-meters-to-measure-premium-households-exclusive-29269.htm">Read more: BARC to launch new meters to measure premium households: EXCLUSIVE</a>

<a href="https://www.storyboard18.com/brand-makers/ipg-mediabrands-india-ceo-shashi-sinha-is-considered-a-pillar-of-the-ad-industry-heres-why-18238.htm">Read more: IPG Mediabrands India CEO Shashi Sinha is considered a pillar of the ad industry. Here’s why</a>

<a href="https://www.storyboard18.com/interviews/d2m-will-be-the-upi-moment-for-content-shashi-sinhas-snap-take-on-me-growth-and-disruptions-26473.htm">Read more: D2M will be the UPI moment for content: Shashi Sinha's snap take on M&E growth and disruptions</a>

IPG Mediabrands chief Shashi Sinha's succession plan revealed; 'It has to be someone from within...'

Girish Mathrubootham, who led Freshworks, a cloud based software-as-a-service company as the chief executive officer, has been transitioned to the position of executive chairman.

Dennis Woodside, who is the president, at Freshworks, succeeds Mathrubootham as the CEO.

Mathrubootham highlighted, "After spending almost 14 years since founding Freshworks as a tiny startup in Chennai to scaling it to be a global SaaS player and the first Indian SaaS company to list on the Nasdaq, I’m excited to announce that I’m stepping into a new role as Executive Chairman of Freshworks. Dennis Woodside, our President, will be our new CEO. Congratulations to Dennis today on his new role as CEO and President of Freshworks."

He added, "Going forward I will be spending more time on product vision and AI strategy, and I look forward to spending additional time with our product teams in India and customers globally."

Woodside stated, "Today I’m honored to step into the role of CEO at Freshworks. What Girish has created is truly special and I’m excited to build on what he started 14 years ago. Thank you, Girish, for your partnership and friendship over the last 18 months. We stand before extraordinary opportunities and have the right foundation to make them possible - a winning combination of our focus on delighting customers and our product innovation."

Mathrubootham started his career at HCL Cisco ODC, and went on to work across eFORCE, AdventNet and Zoho Corporation.


Freshworks appoints its CEO Girish Mathrubootham as executive chairman

Wonderchef has partnered with Unicommerce to power its e-commerce operations. The partnership aims at streamlining Wonderchef’s e-commerce supply chain and enhancing the post-purchase experience for its end customers.

Wonderchef has deployed Unicommerce’s multichannel order management system to automate order processing across its brand website and online marketplaces. This will allow Wonderchef to enable seamless and faster order processing, with increased accuracy. The system will also enable Wonderchef to effectively manage its return orders, thereby reducing its operational costs.

With continuous addition of newer products, the brand has been witnessing higher demand for its products and the integration of Unicommerce’s technology will enhance its post-purchase operations, leading to increased customer satisfaction.

Focusing on enhancing its distribution strategy, Wonderchef has embedded Unicommerce into its technology stack for smoother order processing. Talking about its strategy moving forward, Ravi Saxena, Founder & CEO of Wonderchef said, “We have a clear vision with technology leading our way in our distribution channels. With the help of Unicommerce’s reliable platform, we are confident of being ahead of the competition as our innovative products are already seeing good traction in Indian as well as overseas markets. Our e-commerce supply chain has been strengthened, which will ultimately lead to improved customer loyalty as moving forward.”

Speaking about the partnership, Kapil Makhija, MD & CEO of Unicommerce said, “The e-commerce market in India is witnessing growth across the kitchenware segment and with this partnership, Unicommerce is committed to enhancing the post-purchase experience for Wonderchef’s customers. With their innovative products and a strong distribution strategy, Unicommerce’s platform will work as a catalyst in driving their e-commerce operations.”

Unicommerce is India’s largest e-commerce enablement SaaS platform in the transaction processing layer, in terms of revenue for the financial year concluded March 2022. The company’s suite of SaaS solutions enables end-to-end management of e-commerce operations for brands, retailers, marketplaces and logistics service providers. The company has a consistently growing Annual Recurring Revenue (ARR) and Revenue. As of quarter ending September 2023, Unicommerce has achieved a 750 million+ Annual Transaction run-rate, serving over 3500 customers, managing 8000+ warehouses, and processing orders from 1900+ stores through its platform.

 

Wonderchef partners with Unicommerce to power its e-commerce operations

Maruti Suzuki India Limited, the country’s leading carmaker, announces the commencement of pre-bookings for the highly anticipated
4th generation Epic New Swift for Rs 11,000/-. In this All new generation, the Epic New Swift builds on its signature sporty design while enhancing its dynamism and fun-to-drive quotient, the company said in a statement. 

Maruti Suzuki’s Swift has been India’s No. 1 premium hatchback with over 29 lakh owners since its launch. Maruti said, "With a cult fan following, this sporty premium hatchback has constantly redefined the segment benchmark for sporty and dynamic driving performance. Now, the Epic New Swift is poised to build on this rich legacy in a truly Epic manner!" 

<a href="https://www.storyboard18.com/brand-marketing/maruti-suzuki-revs-up-for-growth-new-marketing-chief-partho-banerjee-hints-at-soaring-ad-spends-28963.htm">Read more: Maruti Suzuki revs up for growth: New marketing chief Partho Banerjee hints at soaring ad spends</a>

Partho Banerjee, Senior Executive Officer, Marketing & Sales, Maruti Suzuki India Limited, said, “The Swift has been an iconic brand for Maruti Suzuki, one that has evolved with changing times to redefine customer expectations. Its 29 lakh strong customer base and numerous awards and accolades are a testament to how the iconic Swift has gone from strength to strength. The Epic New Swift stays true to its much loved sporty DNA, while balancing new-ageexpectations of environment friendliness with low emissions. As always, the next-generation Swift is all set to create new benchmarks in the premium hatchback segment and further the concept of the ‘Joy of Mobility’ in its own right.”

Read more: Maruti Suzuki goes beyond mileage focus; new marketing chief Partho Banerjee reveals the auto major's strategy
<a href="https://www.storyboard18.com/interviews/maruti-suzuki-ditches-mileage-focus-new-boss-reveals-marketing-for-one-strategy-and-soaring-ad-spends-28985.htm"></a>

Maruti Suzuki starts pre-bookings for new Swift; Marketing head Partho Banerjee says it's an "iconic brand"

With a library of over 8500+ hours of content transcending over 40 genres, discovery+ offers an extensive array of content, catering to a wide range of interests and preferences. From documentaries that delve into nature, science, history, and exploration into immersive reality shows that provide insights into various cultures and lifestyles, to original series that offer compelling storytelling right from the heart of India, discovery+ is a trove of of distinctive content. 

“Bringing discovery+ to Tata Play Binge represents a huge step forward in expanding our content offerings. The partners’ colossal lineup does not only showcase a myriad collection of genres but also promises entertainment in multiple local languages. This collaboration opens doors to an extensive range of riveting narratives, ensuring our viewers have access to the best of what Discovery+ has to offer, all in one place,” said Pallavi Puri, Tata Play’s Chief Commercial and Content Officer on another successful integration.

Adding to it, Ruchir Jain, Head of Distribution & Eurosport, South Asia, Warner Bros. Discovery, said, “We are thrilled to announce our collaboration with Tata Play Binge. This partnership will enable their subscribers in India to seamlessly access discovery+ content. With our extensive library of exclusive documentaries, captivating series, and engaging originals, including acclaimed titles such as 'Secrets of the Buddha Relics', 'History Hunter', and 'Star Vs Food: Survival', we are dedicated to delivering unparalleled entertainment experiences to Indian households. Now, Tata Play Binge customers can enjoy discovery+ content on all their favorite devices.”

The platform boasts of some popular titles like 90 Day Fiance, Man VS Wild, and Top Gear, #IndiaMyWay, Blue Planet, Secrets of the Koh-i-noor, India’s Ultimate Warrior and many more.

discovery+ will join other popular OTT platforms on Tata Play Binge like Apple TV+, Disney+ Hotstar, ZEE5, Lionsgate Play, FanCode, Sun Nxt, Aha, Fuse+, Hallmark Movies Now, PTC Play, Animax, VROTT, STAGE, ReelDrama, Chaupal, Namma Flix, Planet Marathi, manoramaMAX, iStream, Tarang Plus, Hungama Play, ShemarooMe, Curiosity Stream, EPIC ON, Travelxp, DocuBay, ShortsTV, Playflix, KliKK, Distro TV, MX Player along with Gaming. Content from all these platforms is available to the viewers of Tata Play Binge through a single subscription and a single user interface. Additionally, Netflix can be availed as a combo pack with DTH channels for all Tata Play DTH subscriber whereas Amazon Prime Video content can be accessed as an add-on by all Tata Play Binge subscribers, who also have the DTH connection. Viewers can enjoy all 30+ apps on smartphones, large screen connected devices through LG, Samsung and Android smart TV’s, Desktop, Laptop, Tablets, Tata Play edition of the Amazon FireTV Stick and www.TataplayBinge.com.



Tata Play Binge expands its entertainment gateway with discovery+

Tech driven media company – Whisper Media has announced the appointment of Nidhee Kekre to its advisory board. With an illustrious career spanning over two decades in Business Strategy & Development, notably within the FMCG and BFSI industries, Kekre's strategic insights and industry expertise will significantly enhance Whisper Media's growth trajectory and strategic vision. 

Kekre joins Whisper Media following a successful tenure as the WPP Client Lead for Unilever, South Asia. Having managed diverse client portfolios across sectors such as FMCG, BFSI, Telecom and Consumer Goods. Kekre's strategic acumen is poised to play a pivotal role in steering Whisper Media towards new avenues of growth and innovation.


“We are delighted to have Nidhee on our advisory board. Her proven track record in driving business strategies and nurturing client relationships aligns perfectly with our vision of being a valuable client partner. We look forward to leveraging her insights to drive transformative initiatives and enhance our offerings in the FMCG sector. Nidhee’s extensive experience in business strategy, coupled with a deep understanding of consumer dynamics, makes her a valuable addition to Whisper Media's advisory board,” says LS Krishnan, CEO & Director, Whisper Media.

Before her tenure at WPP, Kekre held key roles with renowned brands including Kantar, JetAir, Essar Aegis and Godrej, where she earned accolades for her innovative strategies and business transformation initiatives.

“I am glad to be a part of Whisper Media's journey, a company known for its cutting-edge approach to media solutions and production. I believe in the power of technology to revolutionize consumer engagement, and I look forward to contributing my experience to drive strategic growth and market leadership in the organization,” concludes Kekre.


Whisper Media appoints Nidhee Kekre to its advisory board

Palmolive, the personal care brand from Colgate-Palmolive India, announced the launch of its first-ever mega campaign featuring its body wash range.


Palmolive defines an elevated category code with this campaign, using the contrast of the chaos of urban life intersecting with dreamy shower moments. Amidst the rushedness of city living, the protagonist finds a moment to slow down with the aromas of Palmolive body wash. Through the sensory journey of her shower experience, the brand encourages everyone to elevate their mornings with Palmolive. 

"Palmolive is a strategic & integral part of Colgate-Palmolive. We are the pioneers of the body wash category in India, and it is important for us to reinforce in the consumer’s mind Palmolive’s natural, aromatic bathing experience. To do this, we felt there is a need to address the reality of our consumer’s life. Our target audience is always on-the-go, always rushed, always ON. Her busy daily routine offers her no moment to pause —however, indulging in the simple pleasure of a sensorial Palmolive shower can be just that! Through this campaign, we encourage our consumer to take a moment to slow down and savour the feeling, every day.” says Swati Rao Jeyakumar, Director - Oral Beauty & Personal Care Marketing at Colgate-Palmolive. She adds, “Our body washes are curated with rich aromas that truly deliver superior and sensorial shower moments. We aim to position Palmolive as a premium, natural brand that offers an elevated bathing experience."

Juneston Mathana, Executive Creative Director at WPP@CP, commented, “If the brand has taken a stance to move beyond only functional benefits and redefine the category, then it’s only natural for the communication to do the same. The idea of a floating bathtub gently drifting above the hustle and bustle of the city didn’t just sound refreshing, but also exciting. It’s an image that will forever be inviting, like the magic carpet ride. And bringing this beautiful vision to life was the masterful Sachin Kotre and his team from Lensflare Films”


Palmolive tells people to slow down amid the bustle in its new campaign

Honda Cars India Ltd. (HCIL), registered total sales of 10,867 units in April 2024 as compared to 7,676 units in the same month last year. The company registered 4,351 units in domestic sales and 6,516 units in exports in the month of April 2024.

Sharing thoughts on April’24 sales performance, Kunal Behl, Vice President, Marketing & Sales, Honda Cars India Ltd. said, “Our planned production volumes in April were lower due to switchover of Elevate and City production to six-airbag standard variants and the dispatches were aligned accordingly. On the other hand, export of Elevate continues to significantly boost HCIL export volume which grew by 175% over same period last year.”

The company had registered 5,313 units in domestic sales and exported 2,363 units in April 2023.

Honda Cars registers total sales of 10,867 units in April

The company had registered 5,313 units in domestic sales and exported 2,363 units in April 2023.

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.


<strong>Read More:</strong> <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.”



<strong>Read More:</strong> <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. 


<strong>What is so special about this brand?</strong>


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?


<strong>Endorsements: How credible are they?</strong>


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.


<strong>Packaging: As per the industry standards?</strong>


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.


[caption id="attachment_41496" align="aligncenter" width="500"]<img src="https://images.storyboard18.com/storyboard18/2024/09/Untitled-design-2024-09-05T193110.643-2024-09-8fbf65a92aa47a1d6d889ff5e9c0b185.jpg" alt="(Image source: Official website)" width="500" height="500" class="size-full wp-image-41496" /> (Image source: Official website)[/caption]


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.”


<strong>Influencers: Earnings and parameters to endorse</strong>


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.



<strong>Certified versus non-certified products: Endorsements, facts and difficulties</strong>



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. 


<strong>Read More:</strong> <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.” 



<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/tonic-worldwide-bags-digital-mandate-for-greenply-39327.htm">Tonic Worldwide bags digital mandate for Greenply</a>

 

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.


<strong>Popularity of Brand Vistara</strong>


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.


<strong>Brand Air India Struggles</strong> 


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.


<strong>Is Merger A Good Idea?</strong> 


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.


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

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.”

<strong>Near-Term Outlook</strong>

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.


<strong>Read More:</strong> <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.

Honda Cars registers total sales of 10,867 units in April

The company had registered 5,313 units in domestic sales and exported 2,363 units in April 2023.

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