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Wondrlab, India’s platform-first martech network, has announced its brand mandate win with Blue Heaven, a name in Indian cosmetics.


This partnership will debut with a soon to be unveiled festive campaign.



Commenting on the partnership, Jayanti Choudhary, head of marketing at Esme Consumer, Retail stated, “As we embark on this new chapter for Blue Heaven, it was important for us to partner with a creative agency that understands our journey and vision. Wondrlab’s innovative approach and deep consumer insights make them the ideal partner to help us engage with a younger, more dynamic audience.”

 

Rakesh Hinduja, managing partner and co-founder, Wondrlab Network said, “We’re thrilled to be part of Blue Heaven’s transformation journey. With their rich history and our data first full funnel marketing strategy, we aim to craft campaigns that will not only resonate with their current target audience but also bring in newer groups for its new product portfolio. We aim to elevate the brand’s aspirational appeal, backed by the brand's investments in innovations.”


Read More: <a href="https://www.storyboard18.com/agency-news/dentsu-x-wins-the-integrated-media-mandate-of-vi-john-healthcare-indias-shaving-category-42914.htm">Dentsu X wins the integrated media mandate of Vi-John Healthcare India's shaving category</a>

Wondrlab bags the brand mandate of Blue Heaven

Vi-John Healthcare India – a manufacturer of personal care, healthcare products & cosmetics, has awarded the integrated media mandate of the Shaving Category to dentsu X. The account was won following a competitive multi-agency pitch and will be serviced from dentsu X's Gurugram office.


As per the mandate, dentsu X - a branding and marketing agency from dentsu India, will drive innovation to position the brand in the market. Integrating creativity, technology, and strategic insight, will deliver transformative solutions to create immersive brand experiences that push traditional boundaries. The agency’s team will spearhead dynamic media planning and execution across TV, Print, Radio, Cinema, OOH, and Digital channels for the brand’s shaving category products. 

 
Commenting on the partnership, Jose Leon, CEO, dentsu X India said, “We at dentsu X are thrilled to add Vi-John – a reputed CPG brand, to our clientele. By combining creativity, technology, and strategy, this partnership is set to deliver impactful and transformative brand experiences for Vi-John. We are dedicated to innovating and redefining these experiences, pushing boundaries to drive remarkable growth and influence.”

 
Anita Kotwani, CEO Media, South Asia, dentsu added, “We are excited to embark on this strategic partnership with Vi-John, a brand that holds a deep-rooted legacy in the Indian market. At dentsu X, we pride ourselves on creating transformative experiences. This collaboration presents opportunities for us to craft innovative strategies that align closely with their distinctive vision. By combining our expertise with their dynamic spirit, we are confident in creating something truly exceptional.”


Ashutosh Chaudharie, General Manager Marketing, VI John commented, “We are happy to partner with dentsu X on our Shaving Category. The company is at an important juncture in its six decades of market leadership and we wanted strategic partnerships with a media partner that has both - experience in handling large-scale FMCG brands along with the expertise of giving customized media solutions that are market-specific. denstu X was a clear choice and we are excited to work with them to meet our business objectives.”


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Dentsu X wins the integrated media mandate of Vi-John Healthcare India's shaving category

Gautam Reghunath & PG Aditiya’s Talented announced their ‘Grid of Companies’ last year when they launched The New Thing. Today, along with co-founder Meghana Bhat, they announced an investment in Early, a fractional marketing consultancy that helps start-ups on the early stages of their growth journey.

According to the company, ‘the typical agency models for marketing & advertising don't always work for modern, early stage companies’ and that they’re on a mission ‘to help growing businesses turn marketing into a strategic, sustainable, sales-aligned, revenue-focused component of the organisation’. This new partnership was born out of the Talented founders’ friendship with Bhat, former COO & Head of Creative Strategy at Webchutney, and her ambition to help start-ups think about marketing differently from the options they currently have with ad agencies. Early will operate out of the iconic Cobalt Building in Bengaluru’s Church Street alongside the rest of the Talented Grid and in the company’s shared offices in Mumbai’s BKC.

On the new venture’s mission, co-founder, Meghana Bhat explains, “I’ve spoken to over a 100 founders and marketers over the last couple of years and it’s clear that there’s a need to change marketing’s reputation as the most misunderstood aspect of business. Early stage founders typically tend to dismantle it as ‘brand communication’ that doesn't need priority early on. It doesn’t help that there's a barrage of snake-oil trends and false choices floating around to battle. We know the power of approaching marketing strategy from a customer-centric perspective. I’ve seen it first-hand from every vantage point imaginable. Start-up marketing simply isn’t the same as advertising services that the average agency currently offers. This also means my colleagues & I at Early will be tuned to speak a language typical agencies do not.

At Early, we’ll work with founders who want to build and make strategic sense of the marketing landscape, rather than it feeling like unnecessary cognitive overload. Marketing is often ignored and treated as a cost centre instead of a revenue driving growth engine – its true potential is exponential, if unlocked right. But the fact remains that big, successful companies have literally turned their brands into moats through strategic, well-planned marketing. With Early, I wanted to be able to bring that advantage and thinking to startups in a way that doesn’t disrupt their unique energy.”

With their ‘Grid’ model, Talented plans to back a broad range of agency and marketing start-ups. Founders, Gautam Reghunath & PG Aditiya say that the company’s strategy is to invest in entrepreneurs building businesses in advertising-adjacent opportunities over the next few years. 

“Our experience shows that the typical agency models for marketing & advertising don't always work for modern, early stage companies. These brands tend to struggle to figure the right moment and configuration to switch on marketing and bring agencies on. At the stage they are at, what they need is a certain nimbleness & agility that also requires a wider marketing-first approach, not an advertising one. Start-up marketing demands totally different skill sets and with Early, we’re building a company that’s home to the best start-up marketers for hire in India. Meg has had a full-stack marketing career that’s experienced marketing from all sides possible. First as a senior leader at the legendary Webchutney for a decade, then as head of strategy at Scoopwhoop and further on as a brand & product marketer at SAAS startups over the next. Combined with Talented, the rest of our Grid, Early opens up a whole new category of clients for the group.”


Talented invests in fractional marketing consultancy 'Early'

Nazara Technologies Limited has announced the acquisition of a 47.7% stake in Moonshine Technology Private Limited (“MTPL” or “Moonshine”), the parent company of PokerBaazi for Rs 832 crores through a secondary transaction. Additionally, Nazara will inject Rs 150 crores in primary capital into Moonshine via compulsory convertible preference shares.

PokerBaazi is driving over 85% of Moonshine’s net revenue, while its fantasy sports platform, SportsBaazi, contributes 12%. PokerBaazi had ~340,000 monthly active users as of May 2024. The company is led by Founder & CEO Navkiran Singh and Co-Founders Puneet Singh, Varun Ganjoo, Avneet Rana, and Anirudh Chaudhry.

Commenting on the development, Nitish Mittersain, CEO of Nazara Technologies, said: “This investment in Moonshine Technology represents a significant step in our journey to strengthen Nazara’s position as India’s dominant diversified gaming platform. PokerBaazi has not only emerged as the undisputed leader in online poker gaming in India but has also set new standards in user engagement, innovation, and overall experience. We’re excited to join forces with Navkiran, Puneet, and the entire Moonshine team, whose vision and leadership have been instrumental in shaping the poker landscape in India. Together, we look forward to driving growth in this space and taking Indian gaming to new heights, both domestically and globally.”

Navkiran Singh, CEO & Founder, Baazi Games (MTPL) also shared his views, “As the Indian gaming sector continues to grow, we firmly believe that partnering with Nazara Technologies is the right step toward advancing the nation’s gaming ecosystem. This partnership will also contribute to our aim for global expansion in the gaming space. With the Hon'ble Prime Minister’s recognition of the gaming sector’s role in shaping India’s $1 trillion digital economy, we are confident that our combined efforts will foster innovation, create new jobs, and further India’s place in the global digital economy.”

 

Nazara to invest Rs 982 cr in PokerBaazi owner Moonshine Technology

Nazara Technologies India’s only publicly listed diversified gaming, esports and sports media company, through the Company’s wholly owned subsidiary Nazara Dubai FZ, announced an acquisition of 15.86% stake in GetStan Technologies Pte. Ltd (“STAN”), an esports community platform in India. Nazara will purchase 15.86% in STAN for Rs 18.4 Cr (US$2.2 million) in an all-cash secondary transaction.

STAN is a key player in the Indian esports and fan engagement space, building a mobile-first platform that fosters connections among gamers and supports content creators with tools to succeed. Founded by Parth Chadha, Nauman Mulla, and Rahul Singh, STAN has quickly become a recognized name in the segment.

As of July 2024, STAN's user base has surpassed 12 million, with over 80% of users coming through organic and referral-based channels. The platform has shown strong monetization, boasting over 500,000 paying users and a high 30-day retention rate of over 60%. Its mobile app has gained significant traction, consistently ranking among the top 5[1] on the Google Play Store with a 4.7-star rating over the past year.

“Nazara's investment in STAN strengthens our position in the rapidly growing gaming and esports landscape. STAN’s mobile-first approach and focus on community engagement align perfectly with our vision to become a leading player in the global esports ecosystem. This acquisition allows us to expand our reach while empowering content creators and fostering a stronger gaming community,” said Nitish Mittersain, Founder and CEO of Nazara Technologies.

Parth Chadha, CEO of STAN expressed his excitement, “Nazara’s investment will be a major boost for STAN, fast-tracking our journey to redefine gaming and esports, communities and help us achieve our vision.”

Nazara acquires 15.86% stake in Indian esports platform STAN for Rs 18.4 cr

LS Digital, India's leading integrated Digital Business Transformation (DBT) company, announced a new partnership with marketing consultancy in USA, to launch .fear-LS. This joint venture aims to leverage the strengths of both the companies to solve the industry pain point of digital friction; an operational disconnect within the customer journey, and help businesses optimize their current systems and processes, significantly drive growth, and increase return on investment.

Many companies in the USA face digital friction, struggling to meet customer expectations and maximize revenue due to challenges within their systems. fear-LS addresses these issues by helping businesses across industries better understand their existing systems, identify underperforming areas, and implement strategies to streamline operations and enhance success. The U.S. market, known for its large-scale operations and a blend of traditional practices with openness to innovation, presents unique challenges and opportunities. With the rapid growth of the DBT category, LS Digital is poised to leverage this momentum to drive business success in this dynamic landscape.


The US market has been an early adopter of digital technologies, leading to robust foundational operations. This also presents challenges in integrating newer technologies to their legacy systems. "Technology has dramatically transformed the customer journey, leading to a significant rise in customer interactions with brands. However, digital friction within existing systems often drives customers away." said Mike Head from .fearless. LS Digital’s well-established 6-pillar DBT framework, is uniquely positioned to deliver significant value to future-focused businesses. 

.fear-LS stands out in the market with differentiated services and in-house credibility to meet evolving customer needs. Speaking on this JV, Mike further added, "We are excited to partner with LS Digital, a leader in digital business transformation. Together, we will combine our unique insights and resources to help businesses create a seamless, results-driven digital presence that not only meets but exceeds customer expectations."

77% of businesses today say that consumer expectations have increased in the last year, but if companies have digital friction between their systems, they will be unable to meet increased expectations. By providing a comprehensive suite of services, .fear-LS provides companies with a roadmap to optimize and leverage digital processes and the executional capabilities for business transformation and increased return on investment.

There is a worldwide surge in companies embracing digital business transformation to eliminate friction and fuel growth. "Our focus is on delivering a product and service mix that stands out in the market. We build trust by connecting with the right customers and gaining a deep understanding of the new digital landscape, rather than just chasing revenue." said Prasad Shejale, Founder and CEO of LS Digital. 

Commenting on LS Digital's global expansion, Prasad added, "Partnering with .fearless, a leader in marketing consultancy and industry veterans in the US market, aligns perfectly with our global ambitions. Through this joint venture, we are excited to bring our innovative DBT model, developed in India, for the world. Under the banner of              .fear-LS, this partnership offers American businesses cutting-edge solutions to overcome digital friction and achieve sustainable growth."

LS Digital expands into US market to launch ".fear-LS"

Hindustan Coca-Cola Beverages (HCCB), the Indian bottling arm of the global beverage giant, has attracted significant private equity interest. According to the Economic Times, the Burman family of Dabur and the Jubilant Group have submitted bids for a 40% stake in the company.

The bids reportedly value the stake between Rs 10,800 crore and Rs 12,000 crore, implying a valuation for the entire subsidiary between Rs 27,000 crore and Rs 30,000 crore. Coca-Cola's decision on whether to accept a single investor, multiple investors, or a consortium is expected by the end of the fiscal year.

This development comes as HCCB explores other growth avenues. The company has previously considered an initial public offering (IPO) to capitalize on the strong performance of the beverages segment within the FMCG landscape.

In a related move, Harsh Bhutani has been appointed as the new chief financial officer of HCCB, effective October 1, 2024. Bhutani will oversee the company's financial operations, including business transformation, mergers and acquisitions, tax, treasury, audit, accounting, reporting, and risk management.

Dabur and Jubilant bid for 40% of Coca-Cola India, valuation at Rs 10,800 crore

GroupM's Wavemaker India has recently bagged the integrated media mandate for Taco Bell, the American fast-food chain that offers Mexican-inspired cuisine.
 

The account will be handled out of Wavemaker’s Delhi Office. Wavemaker India will be responsible for developing and executing innovative media strategies across various online and offline channels. The partnership will focus on bolstering Taco Bell's brand visibility.

 

Speaking about the partnership, Kunal Malhotra, Chief Marketing Officer Taco Bell, said, “We are delighted to partner with some of the best minds at Wavemaker as we set out to build Taco Bell as one the most loved QSR brands in India. We are sure that with the media prowess at Wavemaker, we will together establish Taco Bell as food which the new generation of Indian consumers love, by giving them a Loaded with More experience -  with Taco Bell Food as well as our communication.

 

Taco Bell in partnership with Wavemaker, recently launched its latest large scale campaign ‘Loaded with more’. Orchestrated by Wavemaker and brought to life by the creative powerhouses Media.Monks and Creativeland Productions, the campaign encourages consumers to explore new offerings like the Loaded with More Crispy Chalupa Taco or the 7 Layer Burrito, stated the company.



Commenting on this partnership, Ajay Gupte, CEO – South Asia, Wavemaker, “We are excited to welcome a dynamic brand like Taco Bell to our family. We are thrilled to explore new opportunities and build innovative strategies that resonate with Taco Bell's unique vision. By fusing our expertise with their bold spirit, we're confident of creating something truly exceptional.”

 

Shekhar Banerjee, Chief Client Officer and Office Head for West, North & East, Wavemaker India stated, “Taco Bell isn’t just about food; it’s about creating memorable, engaging experiences. Winning this mandate is a call to unleash unparalleled creativity and collaboration that Wavemaker is known for."

Wavemaker India wins integrated media mandate for Taco Bell

Bengaluru-based e-commerce roll-up startup GOAT Brand Labs has secured $21 million in a combination of debt and equity funding. This funding round was led by prominent investors, including BlackRock, Mayfield, and NB Ventures. The fresh capital will be used to drive the growth of its portfolio brands, such as Chumbak, trueBrowns, The Label Life, Pepe Jeans Inner Fashion, Voylla, Petcrux, and Nutriglow.

The startup did not disclose the specific breakdown between debt and equity or the valuation at which the funding was secured. GOAT Brand Labs plans to use the new funds to expand its presence across multiple channels, including quick commerce, brick-and-mortar stores, and exports. The company aims to achieve EBITDA profitability in the second half of FY25.

"We are experiencing strong momentum in the D2C space," said Rishi Vasudev, Co-founder of GOAT Brand Labs. "Given the strength of our brands, our omnichannel strategy is taking shape. We will utilize this capital primarily for growth, focusing on quick commerce, exports, and offline stores. Our brands are scaling profitably, with some nearing the INR 100 crore ARR mark."

In light of ongoing discussions and investor interest, the startup announced that the investment round will be extended and is expected to close at around $30 million.

In June 2022, GOAT Brand Labs raised $50 million in a mix of equity and debt. The Bengaluru-based company competes with Mensa Brands, which owns brands like My Fitness, Pebble, and others.

Founded by Rishi Vasudev and Rameswar Misra in May 2021, GOAT Brand Labs is an aggregator of D2C brands, investing in digitally native brands across categories such as fashion, home, beauty, and personal care. To date, it has raised over $80 million from investors including Tiger Global, Flipkart Ventures, Rockstone Ventures, Nordstar, and Better Capital.


GOAT Brand Labs raises $21 million to drive omnichannel expansion

Dentsu Creative Webchutney has won the digital mandate for Godrej Professional - the professional hair brand from Godrej Consumer Products Limited (GCPL). The account was won following a multi-agency pitch and will be serviced from the agency’s Mumbai office.

 
As per the mandate, Dentsu Creative Webchutney will lead the digital marketing strategy and execute innovative campaigns for Godrej Professional. Leveraging expertise in data, technology, and advanced marketing, the agency will deliver digital solutions and unforgettable brand engagements. This partnership aims to establish Godrej Professional as the preferred choice of brand in salons, driving growth and enhancing consumer loyalty, stated the company.

 
Aradhita Utterkar, Head - Marketing, Godrej Professional said, “The decision to collaborate with Dentsu Creative Webchutney was driven by their exceptional ability to combine creativity with strategic insight. We are excited about the potential this partnership holds and look forward to creating impactful campaigns that not only enhance our brand but also inspire our audience.”

 
Nikhil Kumar, Managing Partner (West), Dentsu Creative Webchutney added, “This is undoubtedly a special win for all of us. The win further validates our digital-first mindset and our ability to leverage new-age possibilities while contextualizing them to the business opportunities in play. We truly feel humbled by the team’s belief in us and look forward to partnering with them in their journey ahead.”


Dentsu Creative India recently reimagined its creative business to align with the evolving needs of its clients. Dentsu Creative India now encompasses three portfolio brands: Dentsu Creative Webchutney, Dentsu Creative Isobar, and Dentsu Creative PR. Dentsu Creative Webchutney delivers creative solutions across both traditional and digital media. 


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