Milaap, the leading crowdfunding platforms, has launched a video campaign, #MakeKindnessAHabit, to mark the celebration of Friendship’s Day which fell on Sunday, August 6.
Said Anoj Viswanathan, President and Co-Founder, Milaap: “With this initiative, we are reviving the old concept of pen-friends where letters used to be exchanged among children far and beyond, sharing their dreams, hopes and wishes with complete strangers. Cancer warriors, especially children, go through a lot, both physically and emotionally. The letters instantly brightened up the children’s faces and gave them the comfort and assurance that there are family and friends to help them sail through their tough journey to recovery.”
Added Dr Sunil Bhatt, Director and clinical lead of Pediatric Hematology, Oncology and Bone Marrow Transplantation, Narayana Health City, Narayan Hospitals: “We look after children with blood disorders, cancers and transplants. These children are suffering from life-threatening disorders. I am very glad to have both Milaap and Daakroom here today, to engage with us. I am glad that our children had this chance and experience today, and I could see the joy in their faces as they read these letters from unknown children and people.”
Vi, earlier Vodafone Idea, mobile network operator, has partnered with Mumbai’s best human network, the Dabbawalas, to test and improve the network for offering a superior network experience to its users. The Dabbawalas, visited nooks and crannies of Mumbai city to experience & test Vi GIGAnet
Partnering with Dabbawalas, Vi got them to test Vi GIGAnet to understand where the network was seamless and where it needed strengthening on parameters such as data, voice calling, video streaming, gaming etc. The team traversed the length and breadth of Mumbai city, testing the network strength of Vi GIGAnet across 22 wards and over 550 locations. With the help of videos and voice notes, data & responses along with live location sharing, Dabbawalas reported their experience in different parts of the city.
Commenting on the network campaign, Avneesh Khosla, CMO, Vi said: “Mumbai is a key market for us and ensuring a seamless network is paramount. The human network of Dabbawalas gave us a better perspective on Mumbai & a more holistic feedback on the experience as they torture tested the network. Today, we are confident that Vi offers superior network connectivity in the nooks & corners of the city & the dabbawalas are testimony to it. We thank the dabbawalas for this & strive to continuously improve our network in the city.”
Speaking about the work, Kainaz Karmakar & Harshad Rajadhyaksha, CCOs, Ogilvy India, added: “What could possibly be the connection between a modern, cutting-edge network service provider like Vi, and the 134-year-old iconic Dabbawalas service! It is exactly this clash of contrasts that became the creative backbone of this disruptive idea. In a category saturated with technical data and jargon, we set up an unexpected, charming and much trusted human network, as our benchmark to live up to when it comes to covering the megapolis of Mumbai. The Dabbawalas have been such an integral part of the ethos and culture of Mumbai, and we are proud to make the efficiency of their network an inspiration for our Vi network.”
Commenting on the association Ulhas Muke, President, Mumbai Dabbawala Association said: “We are delighted to be chosen by Vi to play a role in improving their network experience for Mumbaikars. Today, we take great pride in the fact that our dabbawala network knows and understands Mumbai and its nuances like no other. Our association with Vi for the torture test was to verify the network strength in Mumbai through the experience of video calls, streaming videos, online gaming, download experience, voice connectivity, and speed tests. We are glad to have been a testimony to Vi’s strong network experience across Mumbai. This unique partnership with Vi has been a validating, satisfying, and an enjoyable experience.”
Leo Burnett and AqVerium, a ‘digital water bank’ by AquaKraft Group Ventures, has created a first-of-its-kind Water Sustainability Score.
Much like compliance logos such as the Cruelty-free, Certified Vegan, Fairtrade, Energy Rating Label and the Recyclable symbol, this score can be displayed on the product, packaging and other corporate material through a unique symbol.
The first brand to partner with Leo Burnett and AqVerium on this venture is the Bangalore International Airport Limited which is all set to be recognised as a pioneer in its commitment towards water sustainability and stewardship.
Speaking about this initiative Rajdeepak Das, CEO & CCO Leo Burnett South Asia and Chairman, Creative Council – Publicis Groupe India said: “At Burnett, we believe that creativity’s true power is in solving real problems of the world. The water crisis is already upon us and adopting the Water Sustainability Score – a first-of-its-kind report card on how water positive a brand really is can bring transparency and accountability in the indiscriminate use of water. This is not just an initiative but a true Humankind idea which has the potential to impact a billion by helping save one of the most important resources for the earth – ‘water’ and take us forward to a water-positive future.”
Added Dr Subramanya Kusnur, Chairman & CEO of AquaKraft Group Ventures: “The water crisis is real and needs immediate action. A lot has been spoken about Climate with water clearly missing the narrative. We are thrilled to have partnered with Leo Burnett – an agency that is known for its impactful work on sustainability to not only amplify this message but take timely action towards this crisis. We already have mapped out water-positive practices and getting brands to pledge towards the ‘Water Sustainability Score’ can be a game changer in water preservation. To this effect, we have onboarded Bangalore International Airport Limited on AqVerium and verified & validated the Water Audit report provided to us. We are happy to present the first ‘Water Sustainability Score’, recognising and incentivising the water positivity of organisations, along with their commitment to sustainability.”
Sony Pictures Networks India (SPNI) and Royal Rajasthan Foundation (RRF) have come together to champion the cause of mental health awareness with a campaign.
The campaign film features Sonali Kulkarni, campaign ambassador, who spotlights women’s lives and experiences from all spectrums of society, highlighting the mental health challenges faced and the need for awareness to deal with them. The campaign launch saw in attendance people from different walks of life like Kamalika Guha Thakurta – Actor and Founder of Artscape, Dr Akanksha Rathi Maheshwari – Consultant Psychiatrist, Bombay Hospital; Dr. Priyanka Mahajan – Consultant Neuro Psychiatrist, Masina Hospital, Diksha Sekhri – Architect (Community Impact), Royal Rajasthan Foundation along with Manu Wadhwa – CHRO, SPNI and Ranjit Barthakur – Chairperson, Royal Rajasthan Foundation, accompanied by campaign ambassador Sonali Kulkarni, who was part of an engaging panel discussion around the importance of speaking up and being heard.
Said N P Singh, Managing Director and CEO, Sony Pictures Networks India (SPNI): “Women are integral to our organisation, and we have always supported and encouraged women’s empowerment. The #KhulKeBolo campaign is a poignant reminder of the mental health challenges that many women fight daily. Our partnership with RRF is driven by a shared vision to break the taboo of silence around mental health issues.”
Added Ranjit Barthakur, Chairperson, Royal Rajasthan Foundation: “Here at the Royal Rajasthan Foundation – the philanthropic arm of IPL team Rajasthan Royals – our journey towards raising awareness around mental health started in 2020 with our series ‘Mind, Body and Soul’ which was led by our first-ever Royal – the late Shane Warne. As we launch the #KhulKeBolo campaign in collaboration with Sony Pictures Networks India, we continue that journey to break the shackles of silence surrounding women’s mental health. We pledge to bridge the gap between questions and solutions, fostering an atmosphere where seeking help is a sign of strength, not weakness. As the understanding of mental health evolves, we must treat this subject as intrinsic to everyone and not as a separate subject. Keeping this in mind, we are working towards a larger vision of making mental health awareness and destigmatisation a vital part of our work across all our projects. Let’s paint a brighter, happier canvas for all the wonderful women out there!”
Croma has launched a series of digital films as part of its Independence Day Campaign, “Let Freedom Find You.”
Conceptualised by Croma, directed by Gaurav Gupta, and executed by Mothership Productions, the campaign comprises three 10-seconders.
Commenting on the campaign, Shibashish Roy, Chief Operating Officer Croma, said: “We believe technology is more than just a tool; it’s a way to limitless freedom. Our ‘Let Freedom Find You’ campaign shows how technology lets us escape the ordinary, find joy, creativity, and express ourselves. We are passionately committed to inspiring people to find their unique journey to freedom as they seamlessly integrate technology in every aspect of their lives.”
Airport lounges can be some of the best places for stimulating discussions and rude revelations. Given that one needs to reach two hours before a flight takes off and you end up having one hour spare, ghost-shopping [for lack of windows] helps you stay updated with what people are ‘into’.
I was looking at belts. Why, my colleague asked? Because all the trousers I have are of waist size 36 while I actually need 35. And I don’t get it in the brand I choose to wear. “The others don’t have them too,” he quipped. “Brands do not offer odd sizes in apparel and ½ sizes in footwear to Indian customers.” “Really?!” “Yes.” “No, that can’t be! Look at the market size…” “So what? We are still third world.” That was the rude revelation moment!
Then started my little research. What sizes of clothing and footwear are offered to us Indians? Was my brand an aberration? Let’s check the global ones. Levi’s would be a good starting point.
Levi’s India online store and Levi’s US online store
As I was pre-warned, Levi’s in India offers no odd sizes while they do so in the US. There are different ‘fits’ available, but no odd sizes. Why would they do such a thing? Indian waist sizes are as varied as the Americans. Market size? Well, the upper middle-class that can afford one jeans per year is around 20 million odd, which is close to 8% of the US population. So, what would make Levi’s take this decision, given that they have had Indian bosses for a long time?
1. Sheer convenience of lesser SKUs? Doesn’t make sense as I can charge you a bit more for the exact size you want. And there are so many ‘fits’ on offer.
2. Sheer apathy for the Indian customer as we generally accept whatever is handed out to us? This could be the reason as I have personally experienced the same when marketing automobiles. “The Indian customer does not know what he/ she wants, so let’s give what we have. Why re-engineer or tailor-make?”
3. Sheer lack of activism by the brand-struck customer? And, therefore, being more forgiving towards the ‘phoren’ brands?
4. The ‘Unnees-Bees’ Syndrome as I call it, of the customer accepting particular drawbacks while other requirements are met. So, I can live with the erring waist size on offer as long as they give me the choice of five fits to choose from.
The Indian ones should be more sensitive then. Let’s check out what our homegrown brands offer us.
Allen Solly online store and M&S India store
Louis Philippe, Allen Solly, Indian Terrain… all the same. Only even sizes. While offering choice in fits – classic, regular, slim, super slim, skinny, jogger, carrot and what not. The same applies to shirts only in even sizes, with ‘39’ being the only odd size on offer with the choice of fits. No customisation in the form of collar size and sleeve size. Let the ‘natives’ learn to adjust!
Talking of natives, M&S metes out the same treatment to their customers back home in Blighty. “Sorry, we destroyed your textile industry to set up Manchester, so as a mark of solidarity, we shall wear your sizes.”
Does the same apply to footwear? Will my colleague be once again proven right?
Let’s start with our homegrown favourite Bata.
Bata India online store and Bata France online store
Now the thing with footwear is not about odd or even sizes, but the ½ sizes. An 8.5 or a 9.5 rather than compromising with a 9 or a 10 and swimming in the shoe for life. Bata India offers no ½ sizes while Bata France does. The same questions crop up in my mind. SKUs? Market size? Marketer apathy? Consumer adjustment?
How do the global brands treat us? No different. Adidas and Skechers play the same game as Indian brands like Bata and Liberty. What a letdown. When I was close to losing all faith in humankind, the Nike India online store came up as the redeemer, offering not just the same product lines but also the same sizes as they do in the US and Europe. So, there is hope!
Skechers India online store and Nike India online store
What I am trying to put across to you is the rude fact that the Indian market, in spite of its size and potential, is still not treated at par with a China or Russia when it comes to most global brands. And it is not just to do with the sizes of apparel or footwear, it is also about the availability of their latest portfolio in the soon-to-be world’s third-largest economy. It is about the larger ‘mindset’ of the brand and the marketer in approaching and addressing the market. It is about the true respect that a brand has for the customer coming alive in its on-ground deployment of product and promise. Any amount of advertising, social media posts and press statements will not add up to the actual demonstration of respect.
One may say that these are minor issues in the larger landscape of a country and market on the move, but thousands of these issues make up the attitude of an industry addressing the Indian consumer. In the apparel and footwear world, everyone seems to follow the same path while Nike is the exception. Imagine the potential word of mouth when someone is delighted to find his/ her perfect ½ size with one brand while being disappointed with the others. That keeps the cash counters humming. Respect the consumer and you will get it back in multiples. Otherwise you will remain a mere transaction and temporary fad. And, the 20-million strong market today will one day surely double in the next five to seven years.
The fault does not lie only with the brand marketers and portfolio managers. We, the consumers are equally to blame for adjusting to compromises and not becoming vocal and visible activists for being given what we deserve. A social anthropologist will argue that this is exactly how we have been for eons, whether it be the pantaloon or the politician. So hang on, do I continue my search for a better belt?
Infosys has unveiled its sonic brand identity, the auditory equivalent of its blue visual identity and logo.
Said Sumit Virmani, EVP and Global Chief Marketing Officer, Infosys: “As more of our stakeholders interact with brands through digital channels, and more brands continue to crowd digital spaces, the Infosys tune will serve as an auditory reinforcement of our unique brand identity. It will also help deepen the emotional connection our stakeholders have with Infosys by cueing in the promise of opportunity creation that is integral to our brand purpose.
The Sleep Company, comfort-tech brand, is thrilled to announce its collaboration with Raashii Khanna for the #SleepPeacefully!Every.Single.Night campaign. This digital-only campaign aims to create awareness about the transformative power of SmartGRID technology.
The #SleepPeacefully!Every.Single.Night campaign is conceptualised by The Sleep Company’s in-house marketing team and executed in collaboration with Raasta Studios. The campaign features three films which have been launched across the company’s social network and other digital channels.
Said Priyanka Salot, Co-founder of The Sleep Company: “Sleep is not a luxury; it is a necessity for our well-being. With the #SleepPeacefully!Every.Single.Night campaign, we aim to empower individuals to prioritise their sleep and experience the incredible potential of SmartGRID technology. By teaming up with the marketing perspective of our exceptional team and the talented Raashii Khanna, we are confident that this campaign will redefine the sleep landscape and inspire a nation to embrace peaceful sleep every single night.”
Ripal Chopda, Chief Marketing Officer of The Sleep Company, shares his perspective on the campaign: “Our goal with the #SleepPeacefully!Every.Single.Night campaign is to ignite a sleep revolution in India. We want to spread the message that quality sleep is crucial for overall well-being, and it starts with choosing the right mattress. The SmartGRID technology offers an unparalleled sleep experience that is peaceful, comfortable and supportive. With India being the second most sleep deprived country in the world, through this campaign, we aim to inspire people to focus on their sleep health and create a brand positioning that resonates with a peaceful sleeping experience every single night.”
Godrej Appliances, part of Godrej & Boyce, has rolled out a new social media campaign #FoodKaMoodBadlo to educate consumers on maintaining food freshness through a series of engaging influencer-led videos.
Said Swati Rathi, Marketing Head at Godrej Appliances: “With Unique Nano Shield Technology (patent applied), Godrej Frost Free Refrigerators have moved from cooling to disinfection within the refrigerators, raising the bar in food preservation. The social media campaign we deployed, also aimed to raise the bar when it comes to engaging consumers on food freshness.”
On this Independence Day, Tata Tea premium pays homage to India’s handloom legacy this with its ‘desh ke dhaage’ campaign. Tata Tea Premium has collaborated with Okhai, an online clothing and accessories store, for the purpose.
The story of the offerings have been knitted together in a TVC conceptualised by Mullen Lintas that celebrates India’s vibrant handloom legacy.
Commenting on the initiative, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, said: “As we embark on this remarkable journey on the eve of Independence Day with the ‘Desh Ka Garv’ initiative, Tata Tea Premium celebrates the collective pride of our nation’s talented craftsmen, paying homage to their dedication, craftsmanship and their irreplaceable contribution to our cultural heritage. Through our heartwarming campaign, we hope to inspire every Indian to embrace and celebrate the legacy of our diverse regional handlooms, cherishing the threads that weave our nation’s pride. Each sip of Tata Tea Premium brings not just the taste of excellence but also the essence of ‘Desh ki Chai’, a cup that knits all of us together in a tapestry of love, unity, and pride.”
Commenting on the campaign, Hari Krishnan, CEO of Mullen Lintas added: “It was exciting to work on something so unique. You rarely see a brand redoing their packaging as a tribute to an art form. The brief was simple, to celebrate India’s one of the most unique artforms of handlooms, through handloom-inspired limited-edition packs on Independence Day. The idea was right there, if you look at it, these threads are what form the fabric of the nation, they portray unique stories from across India through motifs embroidered on to their weaves. The way the film portrays these unique stories and inspiration behind each of these fabrics, through a mix of eye-catching animation and playful sing-song narration, makes for a delightful watch, while landing the communication in an effective manner.”
Saffola Food Products has launched the Saffola ‘40 under 40’ campaign. This movement is aimed at inspiring young Indians to prioritise their health.
Speaking about the campaign, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited said: “There is an increasing trend of young Indians falling prey to lifestyle diseases; In a young country like India, this trend is deeply concerning. Saffola has always focussed on a healthy lifestyle and as a thought leader in that space we believe it is our responsibility to encourage young India to eat better and live healthier. Through the 40 under 40 campaign, Saffola in partnership with the Times Of India is attempting to bring about a sustainable habit change which can better our consumers life. We believe in today’s hectic day and age, earning the consumers attention requires sustained effort and engagement which we will attempt to build using a multi-touch point model to bring the campaign alive. The Saffola 40 under 40 campaign is spearheading the cause of inspiring India to take health seriously by participating on a health journey with 40 young achievers under 40 years, who will take India on a journey towards better health by adopting Roz Ka Healthy Step.”
Added Jolene Fernandes Solanki, Chief Operating Officer, Madison Media: “Taking a note of the rising incidences of lifestyle diseases amongst young people; together with Saffola, we at Madison Media take pride in creating this health journey with 40 young achievers and their followers across India. Saffola has always been at the forefront of promoting a healthy lifestyle, and through this campaign it attempts to make a change and bring forth the focus on healthier living. Backed by months of conceptualising and strategic excellence, along with all the stakeholders we look forward to driving and promoting the health journey for the upcoming days.”
Said Ram Jayaraman, Chief Creative Officer (CCO), Mullen Lintas: “While the world (rightly) celebrates professional young achievers, we wanted to encourage all Indians to think deeply about another kind of achievement: good health. Saffola ’40 under 40’ Roz ka Healthy Step is a social-first, interactive campaign that recruits 40 influencers under the age of 40 as real, fallible brand ambassadors, to inspire the rest of us towards taking that decisive first (and second, and third) step towards mindfully healthy living.”
The 360-degree campaign will have three commercials, that will be launched across digital platforms.
Adani Wilmar Limited (AWL), the food FMCG, has launched a 360-degree campaign for its latest health oil offering, Fortune Xpert Total Balance Oil. The campaign idea, titled ‘Health Aaj Se’, is conceptualised by Ogilvy.
Commenting on the campaign, Vineeth Viswambharan, Associate Vice President, Marketing & Sales, Adani Wilmar Limited said: “As India’s leading food and edible oil player, Adani Wilmar places great importance on nutritional value that consumers seek in their grocery choices. Many of our consumers today have a deep understanding of the varied nutrients present in different oils and they change their edible oils periodically to benefit from the same. We have introduced Fortune Xpert Total Balance which delivers consumers a holistic solution that combines the goodness of three powerful oils. It’s a game-changer in the edible oil segment, as Indians have become extremely health-conscious in the post-pandemic world.”
Airport lounges can be some of the best places for stimulating discussions and rude revelations. Given that one needs to reach two hours before a flight takes off and you end up having one hour spare, ghost-shopping [for lack of windows] helps you stay updated with what people are ‘into’.
