MxMIndia

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  • Authenticated by Akshara Centre

    Ariel and Disney+ Hotstar curate a list of films that SeeEqual

    By Our Staff

     

    Ariel India and Disney+ Hotstar have curate a list of films and shows that ‘SeeEqual’.

     

    Speaking about the collaboration, Sharat Verma, Chief Marketing Officer, P&G India & Vice President, Fabric Care, P&G India said:  “Over the last seven years, Ariel #ShareTheLoad has sparked conversations to address the inequality in the division of household chores. This year, with the message to #SeeEqual, we want to bring to light the unconscious biases, stemming from decades of conditioning, that come in the way of us all sharing the load equally. To accelerate change, it is important we reinforce positive imagery that promotes gender equality, and shatters stereotypes. We are happy to partner with Disney+ Hotstar to put out a curated list of films and shows that portray strong women, progressive circumstances, and equal relationships. Do check out the See Equal and #ShareTheLoad collection!”

     

    Added Dr Nandita Shah, Co-Director Akshara Centre: “We are happy to join #SeeEqual as it resonates with what Akshara Centre has been working towards for more than two decades. It is indeed challenging to build conversations on gender equality in an atmosphere where sexism and objectification is normalized and reinforced rampantly in popular media. In this partnership with Ariel and Disney+ Hotstar, we would like to substantiate few movies and series that have begun showing positive portrayal of women. We invite the audience to join us in changing the negative narrative and making the switch to positive depictions. This will enable us to take stronger steps towards gender equality.”

     

  • Indian M&E sector recovered 16.4% to reach INR1.61 trillion in 2021, notes the EY-FICCI report

    Advertising to reach INR1 trillion by 2024: EY-FICCI

     

     

    By Our Staff

     

    The Indian Media and Entertainment (M&E) sector grew 16.4% INR1.61 trillion (US$21.5 billion) in 2021, according to the EY-FICCI report ‘Tuning into consumer – Indian M&E rebounds with a customer-centric approach’ launched on Monday. Assuming no further impact of the pandemic, it is expected to grow 17% in 2022 to reach INR1.89 trillion (US$25.2 billion) and recover its 2019 pre-pandemic levels, then grow at a CAGR of 11% to reach INR2.32 trillion (US$30.9 billion) by 2024.

     

    Digital media has firmly established itself as the second-largest segment. It grew by INR68 billion in 2021. Share of traditional media stood at 68% of sector revenues.

     

    Said Ashish Pherwani, EY India Media & Entertainment Leader: “India has always been a different kind of media and entertainment market. High on volume and low on ARPU, yet up top with the rest on technology and ahead of the pack when it comes to digital adoption.” He added “Technology has led to the democratization of M&E in India – content is now created for the people, by the people and of the people. The flow of consumer data provides rich and real-time insights on what the consumer likes and dislikes, when where and how it is being consumed, and whether the price-points are appropriate.”

     

    Added Sanjay Gupta, Chairman, FICCI Media and Entertainment Committee: “The massive disruption of COVID-19 in 2020 was a seminal event for all industries and more so for M&E as more people relied on it to educate, inform and comfort them during these challenging and complex times. I am pleased to see that, in 2021, the industry and consumers have embraced the choices that have emerged wholeheartedly, and a recovery is well underway with digital serving a pivotal role in it. In particular, the growing animation and VFX segment sets India up well to become the preferred content creator for studios globally.”

     

    Said Jyoti Deshpande, Co-Chairman, FICCI Media and Entertainment Committee: “India is back post pandemic with a 16% growth in the M&E sector, helping us reach INR1.6 Trillion. After a difficult year and half, we have adapted and evolved with new ways of storytelling and innovation at every step. The creator market has exploded, we have hyper local content meeting cross border collaborations, all of it being leveraged by India’s unique ‘and’ market where the TV, Digital, Print, Radio and OOH not only coexist but complement each other. It’s an exciting time in the media & entertainment industry and I’m eager to see what new horizons we uncover.”

     

    Here are excerpts from the report as shared by EY:

     

    Advertising to reach INR1 trillion by 2024:

    In 2021, when India’s nominal GDP grew 19%, advertising growth outperformed and grew 25%. The highest growth was in television advertising of INR62 billion, followed by digital advertising of INR55 billion and then of INR29 billion from a resilient print. By 2024, India’s advertising market should reach INR1 lakh crores (INR1 trillion).

     

    Digital infrastructure – towards a billion screens by 2024:

    India is getting connected – it now has 795 million broadband connections, over 500 million smartphones and 10 million connected TVs, apart from170 million active TV connections. 390 million Indians played online games, 150 billion streams of online music were consumed, 40 million Indian households paid for 80 million online video subscriptions and 400 million subscribers consumed bundled content in 2021. We expect the number of screens in India to reach 1 billion by 2024-25.

     

    The great Indian content factory goes global:

    India is amongst the largest content producers in the world – with 150k hours of TV content, 2,500 hours of premium OTT content and 2,000 hours of filmed content produced in 2021. India has over 950 animation and VFX studios, 185k electronic artists and 139 universities – and is fast becoming the content back office of the world.

     

    There were over 100 M&E mergers and acquisitions in 2021:

    The massive pace of change in M&E led to over 100 deals in 2021 – 86% of which were in new media and gaming. In 2021, many internet companies were listed on Indian stock exchanges. Unicorns in the M&E sector are expected to enter capital markets through a listing on Indian stock exchanges or through a SPAC listing in the United States in the next 2-3 years.

     

    M&E sector will reach INR2.32 trillion by 2024:

    The Indian M&E sector is expected to grow at a CAGR of 13% and add INR707 billion in three years to reach INR2.32 trillion by 2024. The key contributors to this growth will be digital, films and television (together adding 65% of the growth), followed by animation and VFX (14%) and online gaming (7%).

     

    Segmental findings

    • Television– Television advertising grew 25% to end 2021 just 2% short of 2019 levels. Subscription revenue continued to fall for the second year in a row; experiencing a 6.2% de-growth due to a reduction in pay TV homes and a fall in consumer-end ARPUs. Connected TV sets, however, increased to 10 million
    • Digitaladvertising – Digital advertising grew 29% to reach INR246 billion. In addition, advertising by SME and long-tail advertisers reached INR117 billion. Included in these revenues is advertising earned by e-commerce platforms of INR55 billion, which is now 16% of total digital advertising
    • Digital subscription – Digital subscription also grew 29% to reach INR56 billion. 80 million paid video subscriptions across almost 40 million Indian households generated INR54 billion, an amount which is around 50% of broadcasters’ share of TV subscription revenues. Due to a plethora of free audio options, just three million consumers bought music subscriptions, generating INR1.6 billion
    • Print– Advertising revenues grew 24% in 2021 as supply chains opened and circulation recovered.  Print provides access to a large base of top-end consumers and remains an integral part of marketers’ brand launch and impact campaigns. Subscription revenues saw a growth of 12% on the back of recovery in direct to home and newsstand sales as well as rising cover prices. Print should continue on its growth trajectory in 2022 driven by hyper-local and regional news products
    • Online gaming – Despite people going back to work as the effects of the pandemic receded, and regulatory uncertainty, the online gaming segment grew 28% in 2021 to reach INR101 billion. Online gamers grew 8% from 360 million in 2020 to 390 million. Real money gaming comprised over 70% of segment revenues. The segment will continue to grow and reach 500 million gamers by 2025 to become the fourth largest segment of the Indian M&E sector.
    • Film– Despite capacity restrictions during the year, over 750 films were released in 2021, as compared to just 441 releases in 2020. Over 100 films released directly on streaming platforms, too. The segment grew 28% but remained at half its 2019 levels. The segment should recover to pre-pandemic levels by 2023
    • Animation and VFX – At 57%, it was the fastest growing segment in 2021, as content production resumed, service exports increased, and the sector adopted virtual production
    • Live events– The segment grew 20% over an extremely depleted base, primarily due to the relaxation of event curbs in a few states and increase in vaccination rates; however, revenues were just 40% of 2019 revenues. It should recover its 2019 levels by end 2024
    • OOH – OOH media grew 27% but remained at 50% of 2019 levels. Capacity utilization improved towards the end of 2021, but rates remained challenged.  We expect it to regain 2019 levels not before 2024
    • Music – The Indian music segment grew by 24% in 2021. 90% of revenues were earned through digital means, though most of it was advertising led, there being around only 3 million paying subscribers due to the presence of a plethora of free listening alternatives
    • Radio– Ad volumes recovered 29% over 2020 but are still 6% behind 2019 volumes. Ad rates fell 13% on average and recovery will only be seen once daily travel resumes fully and the retail sector recovers.  Many radio companies are looking at alternate revenue streams to make good the differential

     

  • Guess one needn't give a context to the question. So let's dive right in to Dr Bhaskar Das's response in the March 22 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | If MxM says it’s the #1 website, would you trust us because as a news/views site we could say no wrong, or should all claims on consumption supremacy be looked at with suspicion?

    Bhaskar DasGuess one needn’t give a context to the question. So let’s dive right in to Dr Bhaskar Das’s response in the March 22 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. If MxM says it’s the #1 website, would you trust us because as a news/views site we could say no wrong, or should all claims on consumption supremacy be looked at with suspicion?

     

    A. In any deterministic pecking order, there is a quantitative and a qualitative aspect. Secondly, if there is an established industry currency (accepted by all relevant stakeholders), then the same can be quoted to buttress a “claim”.

     

    While it’s generally valid for claims based on quantitative data , then reference point can be sliced and diced on various parameters and as a consequence there can be multiple postulations. The litmus test would always be which target market an advertiser would be aiming. But when one is advancing claims on qualitative basis (as in this case your claim), it is perfectly valid if you can present the “Richness” of your content (as opposed to Reach) and thereby high impact quotient amongst “affluentials”, then your business associates might get convinced. Some proprietary research, combined with empirical evidence of business associates (as part of advertising-led monetisation strategy and not subscription based emphasis) can lend credibility to your claim.

     

    By now you must have internalised that a binomial answer isn’t possible in the context of your question.

     

  • Changes logo design and ropes in Tamanna Bhatia as brand endorser

    Hindware revamps brand identity

    By Our Staff

     

    Hindware, a provider of bathroom solutions, has announced a new brand identity to reinforce its connect with customers and supplement its position in the sanitaryware industry. As part of the exercise, the company introduced a revamped logo, launched a new range of coloured faucets, ‘Hues’ and roped in actor Tamanna Bhatia as brand ambassador to build a stronger connect with consumers in southern markets and across India.

     

    Commenting on the announcement, Sudhanshu Pokhriyal, Chief Executive Officer, Bath & Tiles, Brilloca, said: “Our marketing strategies are at the core of evolving industry dynamics and therefore, keeping in mind the market sentiments and audience appeal, we have taken a conscious call to introduce a new identity for Hindware and Hindware Italian Collection. With this, we reflect modern outlook and our rich legacy; the goal of this rebranding is to enhance the connect with customers in the present times. Aligned to the new brand identity, we are pleased to launch a vibrant and stylish range of luxurious facets, ‘Hues’ by Hindware Italian Collection. The colored faucets have a stunning, long-lasting finish that will light up your bathroom and give it an aesthetic look.”

     

  • To represent him exclusively on his commercial portfolio

    Lakshya Sen signs with Baseline Ventures

    By Our Staff

     

    Shuttle star Lakshya Sen has signed on Baseline Ventures to represent him exclusively on his commercial portfolio.

     

    Following his wins over World No.1 Viktor Axelsen at the German Open and defending champion Lee Zii Jia in the semi-finals at the All-England Championship, Lakshya Sen became only the 5th Indian shuttler and the first man from the country in 21 years to reach the final of the prestigious Super 1000 event in Birmingham. The 20 year-old is also the youngest Indian to reach the final of the All England Championship.

     

    Said Baseline Ventures Co-Founder, Ramakrishnan R: “We at Baseline Ventures are very pleased to represent Lakshya Sen who, in his young career, has achieved significant milestones. As he continues to challenge new frontiers in world badminton, our team of talent management specialists are excited to nurture ‘Brand Lakshya’. We would like to thank Lakshya, his family and the team at Prakash Padukone Badminton Academy (PPBA) for reposing faith in us.”

     

    Added Sen: “I am looking forward to working with the team at Baseline Ventures and relying on their industry experience and expertise.”

     

  • He joined Tech Mahindra last year, as Global Head – Media and Entertainment

    From media to mediatech to tech in media: Dilip Venkatraman @ Tech Mahindra

    By Our Staff

     

    Dilip Venkatraman

    It’s now official and public: senior media professional N Dilip Venkatraman has joined Tech Mahindra as Global Head – Media and Entertainment.

     

    With over two decades across media organisation, Venkatraman’s move to the IT services giant comes soon after his decision to move to the media-tech space. So even as a host of other titles adorn his LinkedIn profile, the one that stands out tallest is that Venkatraman is an inventor and holds seven US patents along with his wife, Savvy Dilip.

     

    Tech Mahindra is a Mahindra-owned, Pune-headquartered multinational IT services and consulting company with revenues estimated at Rs 38.6k crores with an employee strength of over 125,000 across 90 countries.

     

    So Venkatraman has cemented his place in the global league. He joined Tech Mahindra last year.

     

    Before setting up VideoTap, his own tech venture in December 2016, Venkatraman was Group COO – Strategy and Business Development of the ITV group where he spent over a year. But it’s his near-eight-year stint at Network18 where he was last CEO of the English and Hindi news channels.

     

  • The media lives in a self-created world where it thinks it is in charge of dissemination, little realising that reality and its customers are somewhere else., writes Ranjona Banerji

    Ranjona Banerji: Propaganda UnLtd on Social Media

    Ranjona BanerjiBy Ranjona Banerji

     

    The planet is burning. Russia continues its war against Ukraine. The virus still lurks.

    But as ever, we remain in our insular world.

    Who can blame us, really?

    Fake nationalism and political wrangling remain our hot topics. Even Bollywood gets supplanted unless some film star is attacked for not being patriotic enough. There was a time when cricket could provide some respite but not in the new India. Here, hatred must rule so the IPL can wait in queue.

    These are our realities, as a nation, a society. Were we once a democracy, faults and warts notwithstanding:

    https://article-14.com/post/at-up-s-hate-crime-scenes-lack-of-justice-leaves-enduring-fear-as-hindus-muslims-drift-apart-6233fae0debf7

    This is from Kunal Purohit’s travels through those parts of UP which saw Hindu attacks on Muslims:

    “For many, the syncretic lifestyles they lived despite divisions of caste and religion—villagers of both faiths celebrating each other’s festivals, hosting each other’s weddings—is no longer possible and is fraught with danger.”

    Our fragility has never been more visible nor more dangerous to our future.

    The film on the terrible plight of Kashmiri Pandits has led to attacks on Muslims across India. As ever, and this includes the media, only lip service is paid to the Pandits and their problems themselves. Some will continue to live in camps, because the media and various administrations need them only for political gain.

    Of all our faults as a society, this wilful blindness remains our most consistent touchstone.

    And when you have a media which laps up propaganda in fear that it will starve tomorrow, what hope do a people have of getting any clues about what’s actually happening?

    The battle against social media misinformation is already lost. The compulsion to share rubbish is so strong that no mainstream media organisation can take it on. In fact, succumbing will soon happen as we see on TV channels anyway. More and more, the media lives in a self-created world where it thinks it is in charge of dissemination, little realising that reality and its customers are somewhere else.

    And then, let us understand that reality is so boring. Remember the planet that’s burning?

    https://apnews.com/article/climate-science-colorado-arctic-antarctica-eda9ea8704108bdab2480fa2cd4b6e34?utm_source=Nature+Briefing&utm_campaign=9faf4287e9-briefing-dy-20220321&utm_medium=email&utm_term=0_c9dfd39373-9faf4287e9-46689510

     

    There is no excitement here. No overdressed prime minister. No juicy religious violence. No change of demonising one community over another. Let’s face it: the main demons here are the whole human race and where’s the capital in that? Or, let me rephrase that: when capitalists are the main demons, what can the poor hungry begging bowl media do?

    So also with Ukraine and Russia. As India cannot decide whether it has taken a side or not, and is instead so happy that it’s got some “praise” from Pakistan and other nations. India’s media is also thrilled with this “praise” whatever it means.

    I haven’t even mentioned the expected raise in the prices of fuel and cooking gas after the results of the five state elections were announced.

    The only amusing thing to do now is to watch how many of our TV channels stick with praising the BJP and how many do a little praising of AAP on the side.

    If you’re really looking for entertainment, check the media’s reaction to that committee on farm laws and this:

    https://www.theguardian.com/world/2022/mar/19/china-reports-first-coronavirus-deaths-in-over-a-year-amid-omicron-surge

    It’s unlikely we’ll ban more Chinese apps, but we might have a good roasting of China on studio “debates” as we eat gig-economy delivered hakka noodles and complain about price increases which can be blamed on OPEC and the USA and NATO.

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal

     

  • The campaign features Ravi Shastri, Mithila Palkar, Dhruv Sehgal, and Shruti Haasan

    Lowe Lintas creates buzz for Cleartrip

    By Our Staff

     

    Cleartrip, the online travel platform, has launched a campaign to announce the Cleartrip Big Travel Sale. The campaign has been created by Lowe Lintas. It has roped in Ravi Shastri (his first-ever brand endorsement), Mithila Palkar and Dhruv Sehgal from Little Things drama series, and actor Shruti Haasan for its latest ad campaign films. Cleartrip has rolled out three films promoting each sale across domestic flights, hotels, and international flights.

     

    Speaking on the sale, Kunal Dubey, CMO at Cleartrip, said: “We’re thrilled to launch the Big Travel Sale with the best summer deals for everyone who is looking to satiate their wanderlust this season. We understand the two-year pent-up wait to plan a perfect summer getaway, and we’re set to sweeten the experience with massive deals on international flights, domestic flights, and domestic hotels. Our latest campaign will resonate with travelers who regret missing out on the opportunity to book a great travel deal and encourage customers to go ahead and book that holiday. This is an exciting time for our customers and for us. Let the travel season begin!”

     

     

  • CCPA directs discontinuation of advertisements making claims "Recommended by dentists worldwide" and “World's No.1 sensitivity toothpaste"; imposes penalty of Rs 10 lakh

    CCPA passes order against Sensodyne ads

    By Our Staff

     

    The Central Consumer Protection Authority (CCPA) has passed an order against advertisements of Sensodyne products which make the claims “Recommended by dentists worldwide” and “World’s No.1 sensitivity toothpaste”. In February this year, CCPA had passed order an directing discontinuation of advertisement of Sensodyne products which show endorsement by foreign dentists.

     

    Notes a communique from the Ministry of Consumer Affairs, Government of India:

    “It may be mentioned that CCPA had initiated suo-moto action against advertisement of Sensodyne products on various platforms including Television, Youtube, Facebook and Twitter showing dentists practicing outside India (practicing in the United Kingdom) endorsing the use of Sensodyne products namely Sensodyne Rapid Relief and Sensodyne Fresh Gel for protection against teeth sensitivity and making claims that Sensodyne is “Recommended by dentists worldwide”, “World’s No. 1 sensitivity toothpaste” and “clinically proven relief, works in 60 seconds”.

     

    “After examination of the response submitted by the company, CCPA observed that the two market surveys submitted by the company in support of its claims “Recommended by dentists worldwide” and “World’s No.1 sensitivity toothpaste” made in the advertisements were conducted only with dentists in India. No cogent study or material were submitted by the company to substantiate the claims made in the advertisements or indicate any worldwide prominence of Sensodyne products. Thus, the claims were observed to be bereft of any reason or justification.

     

    ?With respect to the claim of “clinically proven relief, works in 60 seconds”, CCPA had written to the Drugs Controller General of India, Central Drugs Standard Control Organization (CDSCO) to furnish its comments on the correctness of the claims made by the company. CDSCO has directed The Assistant Drug Controller, Licensing Authority, Silvassa to investigate the claims made by the company since the product in question is manufactured under cosmetic license granted by State Licensing Authority, Silvassa. The Assisting Drug Controller has written to CCPA stating that the claims made by the company are under investigation and further action will be initiated after the hearing process. In view of the communication received from CDSCO and Assistant Drug Controller, Licensing Authority, Silvassa as regards the claim of “clinically proven relief, works in 60 seconds”, the matter now rests with Assistant Drug Controller, State Licensing Authority, Silvassa.

     

    “Therefore, CCPA has ordered discontinuation of advertisements of Sensodyne products which make the claims “Recommended by dentists worldwide” and “World’s No.1 sensitivity toothpaste” within seven days and directed payment of penalty of ₹10,00,000. Also, advertisements which show endorsements by foreign dentists have been ordered to be discontinued as per the earlier order passed by CCPA.

     

    “In the wake of consumer sensitivity around Covid-19 pandemic, CCPA took stringent action against misleading advertisements whereby 13 companies withdrew their advertisements and 3 companies made corrective advertisements.

     

    “Further, to safeguard consumer interest against misleading advertisements and unfair trade practices, CCPA has also issued two advisories. The first advisory was issued on 20.01.2021 calling industry stakeholders to cease making misleading claims that take advantage of the Covid-19 pandemic situation and are not supported by any competent and reliable scientific evidence. The second Advisory was issued on 01.10.2021 highlighting compliance of the provisions of Consumer Protection (e-commerce) Rules, 2020 which require every marketplace e-commerce entity to prominently display all information provided to it by seller under Rule 6(5) including name, designation and contact information of the grievance officer of the seller.

     

    “CCPA has also issued two Safety Notices under Section 18(2)(j) of the Act alerting consumers against buying goods which do not hold without valid ISI Mark and violate the BIS standards directed for compulsory use by the Central Government. While the first Safety Notice was issued on 06.12.2021 in reference to Helmets, Pressure Cookers and Cooking gas cylinders, the second Safety Notice was issued on 16.12.2021 in reference to household goods including electric immersion water heaters, sewing machines, microwave ovens, domestic gas stoves with LPG etc.”

     

  • Bharati Joshi, Kunal Danda and Vinish Mathews will lead the agency's product offering, Mumbai office and Google partnership, respectively

    Essence strengthens top deck

    By Our Staff

     

    Essence, GroupM’s data and measurement-driven media agency. today announced new leadership appointments to strengthen its services and presence in India. Based in Bengaluru, Bharati Joshi will lead the agency’s product offering as Vice President, Product, India. Kunal Danda will head the agency’s Mumbai office as Vice President, Client Services, India. Based in Delhi, Vinish Mathews will lead the agency’s partnership with key client Google as Vice President, Client Services, India and Southeast Asia. They will report to Sonali Malaviya, Managing Director, India, as part of Essence’s leadership team in the market.

     

    Said Malaviya on the appointments: “Bharati, Kunal and Vinish’s appointments are key in strengthening Essence’s India leadership team. I am delighted that we are able to attract exceptional talent who share and are excited about our vision to reimagine what is possible for India. I am looking forward to partnering with Bharati, Kunal and Vinish in their new roles, and driving continued growth for our people, capabilities, clients and business across India.”

     

  • The question is self-explanatory, and we are sure we'll have many questions around the IPL once the tournament starts. Here's Dr Bhaskar Das's response to our March 23 question in Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | IPL is set to start in three days from now. Your sentiments before the event? Is there enough buzz? Which team are you backing?

    Bhaskar DasThe question is self-explanatory, and we are sure we’ll have many questions around the IPL once the tournament starts. Here’s Dr Bhaskar Das’s response to our March 23 question in Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. IPL is set to start in three days from now (March 26). Your sentiments before the event? Is there enough buzz? Which team are you backing?

     

    A. After 15 years, the popularity of IPL can’t even be wondered. I find the matches competing with Bollywood films in terms of entertainment value. From another angle, just imagine IPL’s contribution in strengthening India’s bench strength. So many new faces have been appearing as aspirants for the Indian team. And lest we should forget so many aspirations  from every part of India have made seeing dreams no longer as  a pastime.

     

    To my mind, this is a mind-altering transformation in terms of attitude and self-confidence at both the individual and team level. This is the real benefit of IPL, beyond its entertainment value. And even after 15 years there is no sign of abatement of viewer interest in the tournament.  The buzz is obviously enough. I love all the teams. I am aligned to the game and want the best team to win.

     

  • Kriti Sanon is face of Urban Company Salon At Home

    Kriti Sanon is face of Urban Company Salon At Home

    By Our Staff

     

    Urban Company has launched a new campaign featuring brand ambassador Kriti Sanon for its Salon At Home. Created by QED Communications, the series of three films highlight the service experience.

     

    Speaking on the campaign, Harihar Goswami, CD, QED Communications said: “The campaign romanticises Urban Company’s Salon At Home Services in a way like never before. The films showcase how the brand not only promises but delivers on the promise of a true beauty experience that every woman deserves – brought to life by the ever graceful Kriti Sanon.”

     

    Commenting on the campaign, Smit Shukla, VP, Marketing and Growth at Urban Company added: “We are absolutely thrilled to have Kriti Sanon on board once again for our latest salon campaign. Our brand value perfectly aligns with Kriti’s diverse, authentic, true and exuberant personality. With the launch of this campaign for salon services, we aim to showcase the unparalleled salon experience that every consumer can get from Urban Company at the comfort of their homes. Beauty and grooming are key verticals of Urban Company and our association with Kriti Sanon will help amplify brand connect with the consumers.”