MxMIndia

Author: Our Staff

  • Study developed in partnership with Redseer Strategy Consultants

    Nykaa tables Beauty Trends Report

    Beauty retailer Nykaa tabled its ‘Nykaa Beauty Trends Report’ that spotlights nine trends that are transforming the beauty Industry. This study developed in partnership with Redseer Strategy Consultants explores the key factors driving growth, uncovers emerging trends, and provides actionable insights on how brands can successfully navigate and thrive in the dynamic beauty market.

    Said Anchit Nayar, Executive Director and CEO, of Nykaa Beauty: “As India rapidly ascends to become one of the world’s most influential beauty markets, we at Nykaa are incredibly optimistic about its future. The insights from our Beauty Trends Report clearly show a market poised for extraordinary growth, driven by premiumization, technological advancements, and a new generation of discerning consumers. Nykaa remains committed to leading this transformation by democratizing access to the world’s best beauty brands, fostering innovation, and expanding our reach across both digital and physical channels. We believe that by staying true to our core values of authenticity and customer-centricity, we will not only grow with the market but also play a pivotal role in shaping the future of beauty in India.”

    Added Anil Kumar, Founder, and CEO of Redseer Strategy Consultants: “The Indian Beauty and Personal Care market, valued at USD 21 billion, is on the brink of a transformative journey, projected to grow at a robust 10-11% CAGR over the next five years. This dynamic sector is not merely expanding; it’s rapidly evolving, with e-commerce expected to surge by 25% annually, leading the way. The democratization of beauty expertise through social media, now influencing over 500 million users, is ushering in a new era of informed and empowered consumers. Brands that embrace this evolution, leveraging omnichannel strategies and innovative offerings, will not only thrive but will shape the future of beauty in India. The coming years will be pivotal as we witness a market that doesn’t just grow—it redefines itself.”

    The Nine Major Trends Shaping the Future of Beauty Consumption in India:

    1. Aspirations galore: Rise of premium beauty consumption: The demand for premium beauty products is surging, fuelled by the rise in high-income households and increase in discretionary spending, as consumers seek superior quality, research-driven results, and exclusive brand experiences.
    2. Expanding beauty vocabulary and beauty baskets: ‘Stepification’ & Innovation in Beauty: Consumers are adopting sophisticated, multi-step beauty routines, expanding their beauty baskets with niche and innovative products.
    3. Digital natives, beauty innovators: Decoding Gen Z & Young Millennials: Constituting 28-30% of India’s population, this demographic is redefining beauty by moving forward and prioritizing self-expression, proactive skincare, and embracing bold new trends.
    4. Beauty Beyond Metros: Boom Towns, Easy Access, Growing Aspirations: Cities beyond metros are emerging as significant markets, propelled by rising incomes, growing aspirations and the physical retail presence of beauty brands.
    5. Homegrown Brands: Changing Dynamics and Path to Growth: A vast group of homegrown beauty brands have emerged across price points and categories, also fuelled by VC funding, yet only a few brands have managed to truly stand out and scale. While these successful brands are pioneering change with innovative products and formats, others are exploring partnerships and fresh investments for growth.
    6. Expanding ecosystem: Partners and Platforms: The industry is witnessing brands across the spectrum shifting their spending heavily towards influencer marketing and at the same time new platforms & channels are emerging for engaging with different audiences.
    7. Beyond the label: Demystifying ingredient-focused beauty: Ingredients are becoming pivotal in consumer decision-making, as consumers increasingly seek targeted solutions for specific issues like dry skin, rashes, and other concerns. Trends like ‘skinification’ driving innovation across beauty categories.
    8. Small shifts, seismic impact – The microtrend revolution: Rapidly shifting microtrends, often influenced by celebrities, are reshaping the beauty industry, particularly among younger consumers. Brands are now required to adopt more agile manufacturing processes to quickly produce and capitalize on these fleeting trends.
    9. AI, Personalisation & Beyond: Intersection of beauty and technology: Technology is transforming the beauty landscape through personalisation, specialised long-tail searches, seamless shopping experiences, and efficient supply chain processes, allowing brands to meet consumer needs with greater precision and speed
  • For the second phase of Federal Bank News 18's Flagship programme

    Vidya Balan to raise awareness for cancer

    Federal Bank Hormis Memorial Foundation and News 18 Network have appointed Vidya Balan as the national ambassador for the second phase of the ‘Sanjeevani: United Against Cancer’ programme with Tata Trusts as knowledge partners.

    Said MVS Murthy, Chief Marketing Officer, Federal Bank:  “At Federal Bank, we work on building deep relationships with our customers. These relationships are further strengthened by our active participation in long-term initiatives to improve the quality of living. Sanjeevani is Federal Hormis Memorial Foundation’s flagship initiative, that has strapped itself with multiple partners for an uphill climb. We believe that constant stoking of knowledge leads to action, periodic action to an individual’s betterment and a collective of individuals uplifts the society to deservingly lead a good quality a life. The Foundation works at various levels including patient support, encouraging early testing, corporate and residential programs to enable screening, and, awareness building initiatives. The onus is on us to test regularly, detect early and push back the inevitability, just in case.”

    Added Deepshikha Goel Surendran, Head of Brand and Marketing Communications, Tata Trusts:  “As pioneers in cancer care, it has been our endeavor to encourage early detection through regular screening and to empower patients and caregivers. We are optimistic that this message of #TimeNikaaleinScreenKarein will resonate with both rural and urban audiences, not only positively impacting but also potentially saving lives.”

    Said Sidharth Saini, COO, News 18 Studios: “With a growing population and the rising number of cancer cases, the need for regular screenings has never been more urgent and important. We are grateful to have Vidya Balan as the brand ambassador for the campaign. With her presence and intervention, we aim to make conversations around cancer screening personal, heartfelt and stigma free, like a caring nudge from someone you trust. It’s not just information, but relatable advice that speaks to everyday people, making it easy to connect with and act on.

  • On preparing today for a secure tomorrow

    Rishabh Pant’s story powers HDFC Life’s campaign

    HDFC Life has launched its latest campaign featuring cricketer Rishabh Pant.

    Said Vishal Subharwal – Chief Marketing Officer and Group Head Strategy at HDFC Life: “Rishabh Pant’s bounceback story is one that inspires us as a nation. India remains largely underinsured, and through this campaign, we hope to encourage people to prioritise securing their futures and protecting their loved ones. We aim to not only resonate emotionally but also raise awareness about the importance of life insurance as a reliable safety net.”

    Added Vikram Pandey, Chief Creative Officer, Leo Burnett, South Asia: “Life can be unpredictable. The only way to ensure a secure future is when you are prepared not only for the wins but also for failures. Our latest film for HDFC Life shares this poignant message with a heartwarming example of the real-life hero – Rishabh Pant, who has fought against all odds for his future. We hope this film will be inspirational to our audiences to plan for their family’s future.”

  • To contribute to the process of continuous learning in the ad industry

    Miami Ad School conducts Portfolio Evening

    As reported earlier, Miami Ad School conducted Portfolio Evening on August 30  Over 65 young creatives were shortlisted to meet the following senior creative leaders (in no specific order): Raj Nair, Garima Khandelwal, Kainaaz Karmakar, Ramanuj Shashtry, Viren Noronha, KV Sridhar, Kartik Smetacek, Hetal Ajmera, Naila Mateen and Sameer Sojwal, Tista Sen, Pallavi Chakravarti, Raj Kamble, Manish Bhatt, Agnello Dias, Bobby Pawar, Parixit Bhattacharya, Ashish Chakravarty, Amit Akali and Vikram Gaikwad

    Said Raj Nair Chief Creative Officer Garage Worldwide: “Helping put Portfolio Evening together for Miami Ad School and Garage Worldwide has been one of the most fulfilling moments of my advertising life. Young, enthusiastic aspirants showcased their abilities to an amazing, inspiring bunch of creative leaders. A sincere thank you to all the legends who accepted my invitation to attend by contributing their time and feedback to the young ones who came seeking their inputs.”

    Added Prabhakar Mundkur, Miami Ad School Advisory Director: “It was a fantastic evening. So many creative people on our campus.  A fusion of young and experienced creative minds interacting with each other.”

  • With three key appointments

    Havas strengthens strategy team

    Havas Worldwide India, the creative arm of Havas India, has strengthened its strategy team with three key appointments. Dhananjoy Ray, Aniruddh Subramanian and Jahan Nargolwala have joined the agency as Associate Vice President – Planning & Strategy. All three will report to John Thangaraj, Chief Strategy Officer, Havas Creative Network India, and will be based out of Gurgaon.

    Said John Thangaraj: “I am thrilled to welcome Dhananjoy, Aniruddh and Jahan to the Havas family. The world is changing and so are we. Strategy needs to be more business forward, digital first and data driven than ever before and our journey towards creating a more converged, multi-disciplinary team begins now. Each of them brings a deep and divergent level of expertise and experience to the table. Dhananjoy brings a deep passion and excitement for all things tech and auto. Aniruddh’s understanding and experience on the CPG category is second to none. And Jahan’s digital-first expertise across multiple categories nicely rounds out the team. Their hires underscore Havas’ deep commitment to delivering insight & data backed strategic solutions that focus on keeping our clients ahead of the curve. That said, we’ve only just begun – watch this space!”

  • Film directed by filmmaker Shoojit Sircar

    Iqoo unveils film targeting Gen Z

    Iqoo, the smartphone brand of the Vivo group, has launched The Film #MyQuestStory, directed by  filmmaker Shoojit Sircar. The three-minute film features a message by content creator and actor, Bhuvan Bam.

    On the creative process, Ritu Sharda, CCO (North), Ogilvy, added: “Iqoo celebrates the spirit of a generation that believes in continuously exploring and questing. Bringing this narrative to life was a thrilling endeavour for us. The vision was to craft a story that not only reflects the boldness and ambitious nature of youngsters today, but also to inspire viewers to push boundaries and chase their dreams with unwavering determination. Collaborating with visionary talents like Shoojit Sircar and Bhuvan Bam gave our concept a huge boost. We believe this film will resonate with audiences and ignite a spark of relentless questing within them.”

  • The 90-second film invites customers to celebrate the festive spirit

    South Indian Bank unveils Onam campaign

    South Indian Bank has unveiled its latest Onam campaign.

    Said Ramesh K P, Head of Marketing, South Indian Bank: “As we celebrate this Onam, South Indian Bank is proud to present a heart-warming story that reflects the core of our values; relationships built on care and trust. Our latest brand film beautifully portrays the strong bond between a mother and her daughters, symbolizing the deep connections we have nurtured with our customers for over 90 years.”

  • Conceptualised by VML

    Kareena Kapoor campaigns for Tirupati oil

    VML and Tirupati Edible Oils have launched a campaign celebrating the joy of healthy living. It stars actor Kareena Kapoor Khan.

    Said Shaileen Patel, General Manager, Business Development & Marcom at N K Proteins Pvt. Ltd.: “Through ‘Healthy Wali Happiness’, Tirupati Edible Oils aspires to motivate families to make thoughtful decisions regarding their health and well-being, ensuring every festive occasion is truly special. We aim to highlight the intrinsic link between health and happiness, showcasing that a healthy family is indeed a happy family. Our continued association with Kareena Kapoor Khan as the brand ambassador only helps us to organically build our new proposition even stronger.”

    Added Sameet Soni – ECD VML India: “We look forward to festivals, meeting friends, family and celebrations. However, if you’re a foodie, you look forward to all the good food that’s served during these festivals. We wanted to celebrate the foodie in each of us with Kareena as brand ambassador.”

  • Conceptualised by Network Advertising and produced by 10 Films

    Vinod Cookware launches new TVC

    Vinod Cookware has launched a new television commercial highlighting the SAS (Steel-Aluminium-Steel) metal technology used in their premium range.

    Conceptualised by Network Advertising and produced by 10 Films, the TVC depicts a robbery gone wrong. It highlights the key features and advantages of Vinod Cookware’s premium SAS metal range, which provides consistent heat distribution and minimizes food burning.

    Said Shayondeep Pal, CCO of Network Advertising: “The idea was to move away from the typical ‘happy-family-mother-in-the-kitchen’ films and explore new ways to communicate the SAS metal technology. By showcasing the ‘Steel-Aluminium-Steel’ layering that evenly spreads heat, we aimed to demonstrate how this product reduces the risk of food burning. The unique narrative of a protagonist caught in a kitchen heist brings a humorous touch to the product demonstration. We were fortunate to have a talented cast that nailed the timing—crucial for humor to succeed.”

    Added Shouvik Basu, Founder & Executive Producer of 10 Films: “The concept of merging a robbery scene with cookware in a hill station setting was a fresh and exciting challenge. It required careful casting and seamless storytelling to shift the audience’s focus from the heist to the utility of Vinod Cookware. The shoot was a perfect balance of humor and product integration, and we are proud to have worked alongside Network Advertising in delivering this memorable film.”

    Said Sunil Agarwal, Director of Vinod Cookware,: “At Vinod Cookware, we have always upheld the highest standards of quality and functionality, and our SAS Metal range is a testament to that commitment. Through this new campaign, we aim to communicate the core values that define our brand—quality, reliability, safety, and sustainability. By integrating wholesome humor into our messaging, we’re reinforcing to consumers that Vinod Cookware remains a trusted partner in Indian kitchens, dedicated to enhancing their cooking experience with products they can rely on.”

  • With an all-new brand film

    Zee set to launch new season of Sa Re Ga Ma Pa

    Zee TV’s singing reality show Sa Re Ga Ma Pa is all set to launch its latest season with a brand film that touches upon the season’s promise Nayi Aawaaz, Naya Andaaz.

    Mangesh Kulkarni
    Mangesh Kulkarni

    Said Mangesh Kulkarni, Chief Channel Officer, Zee TV: “As India’s longest-running singing reality show, Sa Re Ga Ma Pa has consistently reinvented itself, setting trends across the industry. This season, we’re infusing freshness by introducing a new set of mentors who have their finger on the nation’s musical pulse, alongside diverse voices and a contemporary vibe that resonates with our evolving audience. Our brand film beautifully captures the emotional connection people have with music, and we promise to celebrate those emotions with performances that touch hearts across India.”

    Kartik Mahadev
    Kartik Mahadev

    Added Kartik Mahadev, Chief Marketing Officer, Content SBU, Zee: “Earlier this year, we launched ‘Hamara Parivar’, a direct line to our viewers, allowing us to listen to their preferences and craft content that truly resonates. The upcoming season of Sa Re Ga Ma Pa is a reflection of this initiative, offering a refreshed experience with Nayi Aawaaz, Naya Andaaz—new voices will be shaped by new mentors whose music captures the full spectrum of emotions across India. With a fan-first mindset, we empowered our viewers to decide the best talent from over 50 audition videos posted on Sa Re Ga Ma Pa’s Instagram page. With our integrated marketing campaign creating even more digital touchpoints for engagement, we’re confident this season will connect deeply with our viewers.”

  • Following a majority stake acquisition by Zurich Insurance Group

    Kotak General Insurance rebrands to Zurich Kotak General Insurance

    Kotak General Insurance has re-branded itself as Zurich Kotak General Insurance, following the Zurich Insurance Group’s acquisition of a majority stake in the insurer, which was completed on 18 June 2024. Reflecting the shared vision of the Zurich Kotakentity, the new brand symbolizes the collective commitment to trust, innovation, integrity, and customer excellence.

    Said Tulsi Naidu, CEO Asia Pacific, Zurich Insurance Group: “The rebranding to Zurich Kotak General Insurance represents a significant step in our shared journey to create a premier general insurer for the new India. This new identity is not just a change in name but a reflection of our combined strengths, values, and commitment to deliver insurance solutions tailored to the diverse needs of Indian consumers and businesses.”

  • A symphony of two giants

    BrandMusiq crafts sonic identity for Jio BP

    BrandMusiq, the audio and sonic branding agency, has created the sonic identity for Jio BP, a brand that symbolises the collaboration of two industry giants: India’s Jio from Reliance and the global petroleum leader, British Petroleum (BP). The sonic identity, meticulously developed by BrandMusiq, captures the essence of this powerful partnership.

    “The Mogo will build on the core emotions of empathy, dynamism, and innovation, while expressing the confidence in leadership in the mobility solutions market. The sonic identity will become a valuable trademark overtime. It will reinforce trust and inspire loyalty among customers,” said HC Mehta, CEO of Jio BP.

    Added Rajeev Raja, Founder and Soundsmith, BrandMusiq: “It was truly a privilege to create the sonic identity for Jio BP. We recognized the fact that it was the coming together of two giants, India’s very own Jio from Reliance and the global leader, BP. The Sonic Identity created by BrandMusiq was very optimistic and future-forward even while building in the core emotions of empathy and caring. The sonic graph of the longer MOGOSCAPE®️ expressed the scale, stature, and the soft power of the brand, while the Mogo or ‘musical logo’ summarized the confidence of a leader.”