By A Correspondent
Dentsu India Slingshot, a marketing solutions outfit from Dentsu India, has bagged the creative duties for Melorra. As part of the mandate, the agency will handle all marketing communications, campaign designs, media consulting and demand planning duties for the brand.
Commenting on this partnership, Simi Sabhaney, CEO, Dentsu India said: “This win means a lot to us. It gives us an opportunity to partner with an audacious, ambitious founder like Saroja. Melorra, with its well thought through design sensibilities, is poised to make the women of today fall in love with the idea of wearing jewellery every day. We look forward to creating some great campaigns with them.”
Added Saroja Yeramilli, Founder and CEO, Melorra: “We, at Melorra, were looking for an integrated and a new-age solution thinking approach towards building our brand. In Dentsu India Slingshot, we found a team that was well experienced not just in communication but also in media and strategy. Lucky and Kunal’s deep understanding of building digital-first brands convinced us that Dentsu India Slingshot was the right agency to partner with.”
In a joint statement, Kunal Dubey, VP & Head of Business, and Lucky Saini, VP Digital & Marketing Solutions, Dentsu India Slingshot said: “Melorra is truly disrupting the jewellery category in India by its trend-inspired business model; and so is Dentsu India Slingshot with its platform-agnostic, solution-first approach in the advertising industry. In association with Melorra, we see an opportunity to build a digital-first and extremely relevant brand for the independent and modern millennial Indian women. We have also adopted the role of their extended marketing team by partnering with them on all aspects. We will now be working on their brand strategy, long term communication plan, media analysis and content strategy.”
Despite the volume of new products on display, CES is not really about shopping for gadgets anymore, and hasn’t been for a while. Over the past five years CES has been overtaken by the less sexy – yet much more significant – enabling technologies which themselves have been developed over many preceding years. The resulting software and connectivity that drives interoperability between devices, access to cloud computing resources and massive data storage along with improvements in battery life are now central to new consumer experiences and service layers, even if they aren’t always easy to demonstrate in a booth or a press release.
Anand Bhadkamkar, CEO, Dentsu Aegis Network India: “2019 was a challenging year for the Indian advertising industry as well. With the economic slowdown, advertisers decided to cut back on spends, consumers decided to wait-and-watch, market sentiments reached a new low and India’s Ad Expenditure (AdEx) witnessed a consequential fall. But even in the midst of it all, digital continued to grow. Digital is a masterstroke in advertising and Dentsu Aegis Network recognizes this strength. We also recognize the need for an industry level report that can give directions toward which this industry is moving. While with every new edition, the DAN Digital report has been upping its rank in quality, range and comprehensiveness, we welcome sincere feedback and inputs from the entire industry to help establish a robust eco-system for this fast growing and increasingly important industry channel, so that all of us can progress together!”
Ashish Bhasin, CEO, APAC and Chairman, India – Dentsu Aegis Network: “The Media and Advertising industry is shifting at a rapid speed and Digital is certainly taking charge. Consumers are leaving behind huge digital footprints and there is a lot more emphasis on managing data and developing martech capabilities, now. 2020 is expected to witness a major change in advertising in India, with digital becoming a bigger medium. In fact, by 2021, it’s growth should surpass that of print. Yet, despite this progressive swing, the industry has failed to come together to agree upon a common measurement metric for digital. As leaders in digital, Dentsu Aegis Network today stands at the forefront of this evolution and understands the need to have more information on Digital. The DAN Digital report, now in its fourth edition, is exhaustive, systematic, thorough and meets this need gap brilliantly. The report has now become the most credible source of information when it comes to digital in India.”