MxMIndia

Category: MARKETING

  • Bertolli is owned by Deoleo, the biggest olive oil company in the world

    Bertolli appoints Ranveer Brar as brand ambassador for India

    By A Correspondent

     

    Ranveer Brar

    Italy’s Bertolli Olive Oil has appointed leading culinary expert and celebrity chef Ranveer Brar as their first Indian brand ambassador for its olive oil portfolio in Indian shores. A global market leader in olive oil, Bertolli is owned by Deoleo, the biggest olive oil company in the world.

     

    A popular face on Indian television, Masterchef India judge and celebrity chef Ranveer Brar is famous for representing Indian food across the globe with over 20 years of experience in the food industry and more than 10 years at kitchen management positions across Indian and USA. One of the most celebrated Indian chefs across the world, he is renowned for his knowledge about the history of food, his expertise in various world as well as regional cuisines and also his proficiency in food styling and food photography, coupled with an unmatched passion for food that is healthy and delicious.

     

    “Olive oil consumption is growing worldwide every year and India is one of the countries with great potential. Ranveer’s contribution to the brand will be via multiple innovative marketing campaigns that will demystify cooking with olive oil in an Indian scenario and attract a new generation to the kitchen in a fun and easy way. Bertolli is an international food brand with its core product range of olive oil, which comes in 3 types for different uses: Extra Light and Classico, which are suitable for high heat cooking and Extra Virgin, which is recommended for cold dishes such as salad or bread dips” says Riddhi Kapoor, Deoleo – India Brand Manager.

     

    “We are committed to making India aware of olive oil’s benefits and its suitability for all Indian cuisine. It was only natural for us to induct Chef Ranveer Brar as the ambassador for our olive oil portfolio in India. His fresh and bold culinary style, his ability to transform a regular dish into a gourmet recipe with his twist and take on ingredients makes him an extraordinary Chef. His vast knowledge on Indian food and cuisines, with his widespread international exposure makes a great blend for the brand. Add to the mix his charming, passionate, and accessible personality and we have the perfect combination for Bertolli. We are looking forward to work with him,” says Susana Toribio Bustelo, Deoleo – India Country Manager.

     

  • Close to 70% of the ad inventory has been sold with two months to go before the tournament for the first time in IPL history, said Sony Pictures Network president Rohit Gupta

    During IPL 9, adspend may race to Rs 1,200 crore

    By A Correspondent

     

    The controversies that have bedevilled the Indian Premier League don’t seem to have dented its value as an advertising property.

     

    Advertisers will likely spend a record Rs 1,200 crore during season nine of the T20 league that will be held in April and May, top media buyers said. That’s up a fifth from last year.

     

    Exclusive broadcast rights holder Sony Pictures Network, which will air the tournament on the Set Max, Sony Six and Sony ESPN channels, has increased the number of presenting sponsors to three from two for the first time. They are telecom services provider Vodafone, ecommerce platform Amazon and first-time advertiser Oppo.

     

    Chinese smartphone maker Oppo recently named actors Hrithik Roshan and Sonam Kapoor as brand ambassadors and is looking for big play during the league. With rival PepsiCo exiting, Coca-Cola is among the new names in the associate sponsorship list along with discount wallet FreeCharge, owned by ecommerce company Snapdeal.

     

    Close to 70% of the ad inventory has been sold with two months to go before the tournament for the first time in IPL history, said Sony Pictures Network president Rohit Gupta.

     

    “IPL is a risk-free investment for advertisers, as both ratings and reach have been consistently growing year on year,” he said. “We are expecting 20% growth in overall revenues. The unprecedented levels of interest are despite the T20 World Cup and a host of other cricket.”

     

    Advertiser interest in upcoming tournaments such as the World Cup and the Asia Cup hinges largely on India’s performance. “The controversies seem to have settled down, which is bringing in advertisers,” Gupta said.

     

    “The high-definition feed is also working out as an additional revenue stream for us. The IPL ad sales have come on the back of a 20%-plus viewership increase the tournament saw last year.” Besides Coca-Cola and FreeCharge, other associate sponsors include Ceat Tyres, Vimal Pan msMala and Tata Sky.

     

    Sony Pictures Network got Rs 1,000 crore from ad sales last year. According to two media buyers, sponsorship slots have risen to Rs 5.25 lakh from Rs 4.75 lakh last year. Spot rates are up to Rs 1.5 lakh for 10-second slots from Rs 1lakh in season eight. “This year is the year of sports,” said Nandini Dias, chief executive at media agency Lodestar UM.

     

    “With so much sports, including Olympics, one would think that this time budgets would be reallocated from IPL. But currently, the IPL has already closed eight sponsors. So, obviously the demand is high.”

     

    Spot buyers include Panasonic, LG, Microsoft and mobile phone makers Micromax and Intex. “Despite all the controversies around the IPL, I don’t think that from a consumer standpoint there is a problem of demand, so advertisers will be there,” said Vinit Karnik, business head at ESP Properties, a sports and entertainment consultancy of media management giant Group M.

     

    IPL suffered a setback in image and brand valuation with spot fixing and betting scandals that led to a Supreme Court-appointed panel banning two popular teams—Rajasthan Royals and Chennai Super Kings. Both teams were previous champions and CSK was led by India captain MS Dhoni. The IPL has added two new teams in their place—Pune and Rajkot, with Dhoni being acquired by the first.

     

    In October last year, PepsiCo ended its IPL title sponsorship two years ahead of its five-year term because of “concerns about ethics in the IPL tournament.” Chinese mobile phone maker Vivo has taken the title sponsorship for two years. FreeCharge plans to launch new forms of payment during IPL, COO Govind Rajan said.

     

    “The youth in the country are passionate about cricket and more so IPL and we see tremendous synergies for FreeCharge and IPL in this association,” he said. “The IPL is an opportunity to drive massive awareness.”

     

    Sky Li, president of Oppo India, said: “IPL is one of the most popular games for Indians. Oppo has also become the global official partner of ICC (International Cricket Council), which shows we are devoted to a lot of cricket.”

     

    Source:The Economic Times

    Copyright © 2016, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • A first-of-its-kind initiative in India, Consumer Querimetrix is a machine learning tool to “nowcast” Indian consumer behaviour using Google search queries

    Kotak partners Google to unveil Querimetrix

    By A Correspondent

     

    Kotak Institutional Equities, a division of Kotak Securities Limited, in collaboration with Google launched Consumer Querimetrix — a tool that demystifies and predicts near-term Indian consumer behaviour by analyzing Google Trends data.

     

    Using machine learning techniques and merging big data from Google Trends, the first edition of Consumer Querimetrix provides consumer insights into India’s evolving car buying journey. Using Google Trends data, the tool enables ‘nowcasting’ (near-term predictions) on consumer activity, capturing inflection points earlier than traditional forecasting tools to give a complete picture — on car launches, last mile hiccups, cannibals and competition.

     

    Each edition of the Consumer Querimetrix series will focus on consumer behaviour in a different industry.

     

    Launching the report, C Jayaram, Joint Managing Director, Kotak Mahindra Bank said, “The digital wave is challenging conventional business practices across industries. Ground rules are evolving rapidly along with the consumer and those in the business of business intelligence need new tools to keep up with the changing landscape. Consumer Querimetrix is our step in that direction. Today, the sheer volume of consumer-centric search data available presents a tremendous opportunity to analyze and throw up actionable insights. These takeaways would be useful to both companies and investors. KIE research is highly valued by our clients and the launch of Querimetrix will further strengthen our ability to cover the Indian markets in a holistic manner.”

     

    The first edition of Consumer Querimetrix which focuses on the passenger car segment highlights the extent to which the Internet is altering the ground rules for vendors of cars and allied products/services. With growing access to easy information online, the Indian car buyer’s journey from a whim to final purchase has changed dramatically. More than 75 per cent of car buyers are researching online for reviews, comparative specifications, financial products and used car markets before making a purchase. The first edition of Consumer Querimetrix also explains how the traditional ‘funnel’ model is giving way to a more complex purchasing path where ‘initial consideration’ may not always guarantee sales.  Although higher auto-related searches correspond to higher demand for cars, this does not hold true on a brand-wise basis.

     

    Speaking about the trends for the passenger cars industry captured by analyzing Google Trends, Vikas Agnihotri, Industry Director, Google India said, “With over 300 million Internet users online and growing, India today has a sizeable population which accesses the Internet on a daily basis, making search queries as the most dynamic data input to arrive at consumer insights through machine learning as illustrated by Kotak’s research. If we look at the search trends related to car finance and car purchases, we’re seeing a 40% year on year growth in car purchase queries on Google in India. Over half of the people who evaluate car purchases change their consideration set during their research phase – adding two to three new car models in their consideration, the only non-negotiables are price and color of the car. This alone proves the growing complexity for car OEMs in the country. With this report we’re attempting to demystify this changing consumer behavior into actionable insights for the industry.”

     

    Saifullah Rais, Quantitative Analyst at Kotak Institutional Equities and the architect of Consumer Querimetrix said, “In the absence of conventional rules, traditional decision-support systems are not very effective. They fall short on scalability and adaptability. Machine learning algorithms learn from data and do not rely on explicit rules, making them the most effective method of dealing with data explosion.”

     

    The Consumer Querimetrix report outlines the influence of digital marketplaces and calls for carmakers to reassess conventional business practices. The effect is visible as car loans are increasingly being sourced outside dealerships. This trend can eat into financing margins earned by dealers and hurt profitability. On the other hand, carmakers with captive finance arms can use this opportunity to innovate and differentiate themselves during the evaluation process.

     

    The first issue of Consumer Querimetrix establishes that Google search volumes can be used as a gauge for assessing new car launches. The report underscores the linear relationship between search interest and advance bookings during a car launch. Interestingly, higher traditional media spends do not always guarantee higher search interest.

     

  • Together, both partners aim to enhance the omnichannel experience for consumers and redefine how content and commerce can be merged across channels

    SapientNitro to handle digital madate of Hugo Boss

    By A Correspondent

     

    Hugo Boss, the German premium fashion brand, announced it has appointed SapientNitro, part of the Publicis.Sapient platform, as its new digital lead agency. Together, both partners aim to enhance the omnichannel experience for consumers and redefine how content and commerce can be merged across channels.

     

    Gerd von Podewils, Senior Vice President Global Communication at Hugo Boss, said: “With SapientNitro, we have appointed a partner that represents our global approach to creating compelling brand experiences, driven by state-of-the-art technology. The ongoing digital revolution confirms our decision to transform from a vertically integrated retailer to a data- and experience-driven fashion brand, the multiple paths to purchase of today’s customer.”

     

    Nigel Vaz, Global Chief Strategy Officer and SVP Europe at SapientNitro, said: “The appointment of SapientNitro as the digital agency is an important moment for both partners. What was separated before – e-commerce and an exciting brand experience – will join forces in a unique and highly personalized hub page concept in the future. We will bring the brand’s strong, global, physical presence far closer to the increasing number of customers who experience fashion digitally.”

     

    At the core of the partnership, SapientNitro will run the brand’s digital platforms, including the primary website hugoboss.com.

     

  • Launches a 3-day special offer from India to London

    British Airways unveils new short film – ‘Fuelled by Love’

    By A Correspondent

     

    British Airways has unveiled its latest brand campaign, a short film titled, ‘Fuelled by Love’. The film isinspired by a real-life experience of a British Airwayscabin crew member.

     

    The film follows the story of a young UK based cabin crew member who is flying to India for the first time. On her maiden trip to India, she meets a customer on board with whom she develops a special bond, creating beautiful memories which resonate with her on every one of her future flights.

     

    The film has been created by Sapient Nitro and directed by Neeraj Ghaywan, the critically acclaimed director of the Hindi film, ‘Masaan’.

     

    To celebrate the new brand campaign launch, British Airways has announced a three-day offer for its customers from India to London with all-inclusive fares starting from just INR53, 542 and INR 145,517 in World Traveller (economy) and Club World (business) respectively. The offer is valid for sale period,2 February 2016 –4 February 2016 and for outbound travel period until 30 June 2016.

     

    Moran Birger, British Airways’ Regional Commercial Manager, South Asia, said, “India is British Airways’ second largest market outside the UK and after the US.  We are proud of our rich heritage of over 90 years in India and deep understanding of this wonderful country. Through this film and the brand campaign, we want to show the actual experiences of our cabin crew members serving customers on our India routes. Many of them have shared stories of how care and thought that goes into every part of their journey have helped them connect with our customers and provide a more personal service.”

     

    The short-film will be promoted on British Airways’ social media channels and run alongside print, digital, outdoor and social media campaigns in three phases commencing from 2 February until the end of the month. The amplification on social media will involve real-life, compelling crew stories through short videos and photo essays.

     

  • Sanjay is an alumni of Shri Ram College of Commerce and has a Master's in Business Administration from Management Development Institute, Gurgaon

    Urban Ladder appoints Sanjay Gupta as Chief Marketing Officer

    By A Correspondent

     

    Urban Ladder announced the appointment of Sanjay Gupta as its Chief Marketing Officer. Sanjay brings in twelve years of experience in branding and marketing, and has been instrumental in building brands in the consumer goods industry. Sanjay will lead the company’s marketing strategies, including branding, creative and content and digital and product marketing. Joining Urban Ladder’s strong leadership team, Sanjay will further advance the company’s vision of making a million homes beautiful.

     

    With a successful record of growing major brands across food, personal care and automotive sectors on sales and marketing, Sanjay will actively contribute in building The Urban Ladder brand. Sanjay was previously associated with Accenture, Purple Squirrel Consulting and Marico Ltd.

     

    Ashish Goel, CEO and co-founder, Urban Ladder said, “Over the last 3 years, we have made significant progress in creating a brand our customers strongly relate to. It is now time for us to take the big leap towards becoming India’s most loved consumer brand, and reach out to a much larger audience.  I’m confident that Sanjay will take brand Urban Ladder places, and continue to enhance our brand identity.  Sanjay will play a key role in our next phase of growth by integrating our marketing efforts and aligning them with our business strategy.”

     

    Sanjay Gupta

    Sanjay Gupta, Chief Marketing Officer, Urban Ladder said, “Urban Ladder is making significant progress in its transformational journey. I strongly believe in the company’s vision, and feel it has the potential of becoming a global success story. I’m especially amazed by the company’s focus on customer experience, design, and most importantly an outstanding culture of innovation excellence. I’m excited to join the team and look forward to being a part of the journey.”

     

    Sanjay is an alumni of Shri Ram College of Commerce and has a Master’s in Business Administration from Management Development Institute, Gurgaon. He also did a course on Strategic Marketing from Harvard University.

     

  • The new Catch Hing Ka Tadka TVC captures an element of human behavior with the tagline – 'Ab India Lagaye Catch Hing Ka Tadka'

    Catch Hing plays to the ‘tadka’ tune in new TVC

    By A Correspondent

     

    Catch has unveiled a new TVC for Catch Hing. India has a long tradition of using Hing (asafetida) and is used widely in cooking, be it as a flavor enhancer, pickles or tempering.

     

    The new Catch Hing TVC is play on the very word ‘tadka’ giving it a humorous twist, a touch of wit with an amusing story of  how a small incident gets tadka at every point and  grows out of proportion when it travels from one mouth to another, much like the oft played ‘Chinese Whispers.’ A harmless incident takes a hilarious turn by the time it reaches its conclusion with people often ‘spicing’ up things, while repeating them. The new Catch Hing Ka Tadka TVC captures this element of human behavior with the tagline – ‘Ab India Lagaye Catch Hing Ka Tadka.’

     

    Commenting on this occasion, OP Khanduja, Associate Business Head, DS Spiceco Pvt. Ltd said, “The Catch Brand is an established household name and with Catch Hing we are now offering the best quality Hing to give a flavorsome tadka to food. We hope to make a real impact through humour and irreverence and catch the imagination of the Indian public through a TVC that falls in the genre of a light-hearted comedy and aims to extract humour and laughter  from everyday incidents in our lives.”

     

    Rahul Jauhari, Group Chief Creative Officer, Everest Brand Solutions added, “Advertising needs to be as entertaining as it needs to be convincing. So we used a potent combination of both to drive home the superiority and scale of Catch Hing. The brand has been consistent on its communication path and has gone from strength to strength every year. We hope to see these campaigns do the good job the previous ones have done.”

     

  • To create awareness, PSE cantered hoardings, banners, poles and splashed bus branding around the city

    Percept bags integrated campaign for Kalinga Lancers

    By A Correspondent

     

    Percept Sports and Entertainment has bagged the prestigious mandate of managing and executing the integrated marketing and promotion campaign for HIL’s Kalinga Lancers. Percept Sports & Entertainment is responsible for handling the 360-degree scope of work encompassing conceptualizing, planning and executing the entire campaign for Kalinga Lancers.

     

    To continue the momentum of last year’s popularity of Kalinga Lancers, and to make the event bigger and better in HIL 2016, PSE made the most of a diverse range of media platforms including electronic media, BTL, social media, out of home, and the overall branding of Kalinga Lancers.

     

    Kalinga Lancers is a field hockey team based in Bhubaneswar, Odisha. This is the 3rd season of Kalinga Lancers with Hockey India League. It is jointly owned by Odisha Industrial Infrastructure Development Corporation (IDCO) andMahanadi Coalfields Limited (MCL). Former Australian player Mark Hager is the head coach of the team while former Indian captain Dr. DilipTirkey is the chief mentor and advisor of the team.

     

    The assignment includes managing the games at Kalinga Stadium end to end inclusive of production, security, ticketing, team management, and accreditation, also promoting and marketing the matches across mediums spanning social media, print, TV, radio & OOH.

     

    Percept Sports & Entertainment presented a sporting radio jingle and TV Commercial for Kalinga Lancers along with a playing contest, sharing posts, and re-tweeting on Facebook and Twitter. It further executed the on-ground activation in malls by inviting team players to the mall. Players also attracted the throng in schools by having one-on-one interactions with the kids. To create awareness, PSE cantered hoardings, banners, poles and splashed bus branding around the city.

     

    The integrated marketing and promotion offered by PSE also comprised the service of welcoming players, player’s photo-shoot, conceptualizing and executing the newspaper ads, the launch ceremony of the jersey & mascot, ticket selling at box office and via book my show, promoting the brand via in-stadia branding and also executed the parking plan and security plan during home matches.

     

    Commenting on the success of the event, Jaydith Debta, Manager – Operations & Marketing, Kalinga Lancers said, “The HIL event in Bhubaneswar demanded meticulous planning and attention to detail. The entire team of Percept Sports and Entertainment has boundless energy and enthusiasm. I really appreciate all the hard work & turmoil that went in to this to pull off an event of such magnitude and stature. PSE’s unending capacity to manage crises has reassured us all and I would personally recommend the services of PSE for such events.”

     

    Commenting on the win, Jayaram Nair, National Business Head, Percept Sports and Entertainment reiterated Percept’s dedication and commitment to the sports domain and stressed on how this project added another feather to the long run and successful history of PSE executing some of the country’s most prestigious and large format sporting events.

     

    “It’s an immense opportunity to be associated and to manage the account of the prominent team Kalinga Lancers. The mandate was won after a multi agency pitch and was a result of Percept’s thorough understanding of the 360-degree scope of integrated marketing and promotions, understanding and execution detailing that went into the pitch.”

     

  • The agency will be responsible for all strategic and creative communication for the brand, and this arrangement is effective immediately

    Vasmol assigns creative mandate to Soho Square

    By A Correspondent

     

    Hygienic Research Institute Pvt. Ltd. (HRIPL) has decided to award the brand duties of Vasmol to Soho Square. The agency will be responsible for all strategic and creative communication for the brand, and this arrangement is effective immediately.

     

    There was no pitch involved in this win, and it was awarded purely on Soho Square’s strategic approach to the brand’s marketing challenge.

     

    Ashish Chhabra

    Ashish Chhabra, Joint Managing Director, Hygienic Research Institute Pvt. Ltd. said, “Our search for a strategic partner for our flagship brand Vasmol concluded with Soho Square as it has the O&M legacy and a rich brain pool. We look forward to this association, towards making Vasmol the most preferred brand in the hair color& care categories.”

     

     

    Samrat Bedi

    Samrat Bedi, Office Head Soho Square echoed those sentiments, “As a brand, Vasmol has been around for close to 60 years and is pretty dear to the Indian consumer. The challenge is to maintain that equity, while also helping the brand lead the way in the modern context… It is our responsibility as much as it is HRIPL’s.”

     

     

    Shashank Lanjekar

    Sr. VP, Strategic Planning, Soho Square, Shashank Lanjekar, was also of the same opinion, “When you look at a brand like Vasmol, you see its potential to be a leader, considering the huge following it already has… Now is the time to consolidate that position and ensure that the communication resonates with this generation.”

     

  • The business was won following a multi-agency pitch

    Rediff’s communication for LIC Single Premium Plans

    By A Correspondent

     

    Having won the pitch, Rediffusion-Y&R has conceptualized LIC’s latest campaign film. The objective is based on two of LIC’s single premium plans namely, “Bima Bachat” and “Jeevan Shikhar”.  This extends the brand proposition of ‘Be rest assured once and for all’. The communication is targeted to the modern upper middle class families.

     

    LIC’s objective was to build their campaign communication in order to familiarize people with a single premium endowment plan and its benefits, thereby encouraging them to invest in the same.

     

    The film shows a daughter reminding her father that she will be 18 years old in the coming week and he should refrain from getting her any teddy bear or robot toys, to which her father gifts her jewelry set. The daughter is delighted; however the mother has her concern on the expense, to which the father explains that “Our daughter is getting older, instead of various small investments we should now look at big investment. It gratifies our daughter and prepares us for future too”. In the comeback the daughter having received the jewelry, in all her innocence asks her father if the gift has to do something with her marriage, as she is too young; to which her parents laugh.

     

    The campaign aims at making people realize the importance of saving early in life and investing in the future of their loved ones. And that’s what the product offering of LIC, exactly does.

     

    Pranav Harihar Sharma

    Pranav Harihar Sharma, ECD – West & North, Rediffusion Y&R said, “The film taps the mind space of a father, how he thinks long term and in the disguise of a birthday gift, how he starts planning for a bigger occasion in future. And this actually is a beautiful thing that only we Indians have. The habit of saving and planning for future is an in-bred thing in us and that’s made the core insight in the film.  The story line was kept simple and slice of life and the effort was to connect the story seamlessly back to the product offering from the brand. I think simplifying a product in an interesting way is the job of communication and that’s what we tried doing here.”

     

    Dhunji Wadia

    Dhunji S. Wadia, President Rediffusion Y&R said, “We were given a very detailed and specific brief. This helped the team in terms of addressing the issues and working on an interesting creative solution.”

     

  • The campaign takes a fresh look at long term investing by aptly bringing out the analogy of long term relationships

    ICICI Pru pushes long-term investment gains in new MF ad

    By A Correspondent

     

    In order to help investors understand the benefits of remaining invested for longer periods, ICICI Prudential Asset Management Company Limited has launched its latest Investor Education campaign #StayInvested. The campaign takes a fresh look at long term investing by aptly bringing out the analogy of long term relationships.

     

    The campaign has been conceptualized by Lin Engage, the experiential marketing & activations division of the MullenLoweLintas Group. The campaign begins with a couple shown celebrating their tenth wedding anniversary. Upon being asked by his younger brother on how it feels to be together for ten years, the male protagonist replies by saying that ‘when everything is good it’s magic, when it’s not good then use logic.’ He further goes on to elaborate how one needs to be patient in a relationship and keep hanging on till one reaps the benefits of being together for a long time. That’s when his better half intercepts and asks him if he is talking about their marriage or about a mutual fund that they have invested in. He realises he’s been caught and sheepishly says: both! The VO further explains why staying invested for a long time is the right thing to do.

     

    Speaking on the launch of this initiative and the thought process behind it, Abhijit P Shah, Head- Marketing, Digital and Customer Experience, ICICI Prudential Asset Management Company said “Patience in equity markets is rewarding, and the longer one invests and waits, the better are the rewards. In fact, it does not matter at what level the market is if you are a long haul investor and keep investing steadily. We believe this campaign will help drive home the need to stay invested for longer periods of time in the minds of retail investors.”

     

    Also, through the digital leg of the campaign, investors can make use of a ‘Long Term Investment Calculator’. This tool helps investors calculate how your investment would have grown if you had stayed invested over a long term. One has to simply enter the investment horizon and amount of investment and the calculator will display the total value of your investment and the number of times it has grown.

     

    Vasudha Narayan

    Elaborating on the creative approach taken behind the campaign, Vasudha Narayan, Executive Creative Director said, “The brief was unique which is to stay invested for a long term in mutual funds. The creative idea we hit upon was fairly simple: be it mutual funds or marriage, don’t quit or walk away at the first sign of trouble. The longer you stay, the more the rewards.”

     

    Under the aegis of this campaign, a high impact TV campaign is being aired across leading national channels and will be coupled with an extensive digital campaign across various social media platforms, to drive reach & visibility.

     

  • The brand has decided to take a bold move forward, in alliance with the creative stewardship of Whyness

    VIP opts for Whyness as its creative agency

    By A Correspondent

     

    Following a multi-agency pitch, Whyness has been handed the creative mandate for VIP, the country’s luggage leader and one of India’s most iconic brands.

     

    As VIP looks to consolidate market share and deepen the relationship with its traditional consumer base as well as appeal to a younger audience, the brand has decided to take a bold move forward, in alliance with the creative stewardship of Whyness.

     

    SudipGhose

    Commenting on this partnership, Sudip Ghose, Vice President – Marketing, VIP Industries, said, “Whyness has already helped us successfully launch Carlton Luggage and establish it as a major player, with a 50 per cent growth rate last year. Throw in Ravi Deshpande’s wisdom and leadership and I believe the flagship VIP brand is in the best possible hands.”

     

     

    Ravi Deshpande

    Ravi Deshpande, Chief Creative Officer and Founder, Whyness, said, “It’s a huge win for Whyness. Our team is deeply excited to now hold the reins of a brand that has been integral to the lives of most Indians. We look forward to steer this much-loved brand in a fresh creative and strategic direction.”