MxMIndia

Tag: Aditya Birla Group

  • … to pay ode to Kerala

    Linen campaign for Onam

    The Aditya Birla Group fashion brand Linen Club has come up with its Onam 2024 campaign, ‘Ona Vakdhanam’ (#KeptMyPromise).

    Said Satyaki Ghosh, CEO of Domestic Textiles at Grasim Industries Limited, Aditya Birla Group: “At Linen Club, we uphold the promise of quality and authenticity that has defined our brand for decades. Our Onam campaign, ‘Ona Vakdhanam,’ pays homage to these enduring values and the vibrant spirit of Kerala. As the state revels in celebrations, we are excited to showcase our extensive range of colours, designs, and textures across fabrics and apparels for the new age men of today. With cutting-edge European technology, we ensure our fabrics are crafted to the highest standards of quality and sustainability. With our new store opening in Lulu Mall, Calicut, we look forward to deepening our connection with the people of Kerala and continuing to offer linen fabrics that embody the true essence of the region and its people.”

  • As its Brand & Communications Agency on Record

    Century Pulp and Paper appoints Vector Brand Solutions

    Century Pulp & Paper (CPP), part of the Aditya Birla Group and a major player in the domestic and the export market for paper, board, tissue and pulp, has appointed Vector Brand Solutions as its brand and communications agency on record, for their portfolio.

    Said Mahuya Chaturvedi, Marketing and Consumer Product Head, Century Pulp and Paper: “We are thrilled to welcome Vector as our agency partners, as we enter the next phase of our growth journey. The Vector team brings a potent combination of deep strategic thinking and a sharp creative approach, and together we hope to engage with consumers in new and meaningful ways. We are super-excited about this partnership and look forward to shaping the future of this category.”

    Added Hari Krishnan, Group Chief Business Officer, Quotient Ventures: “We are excited to partner Century Pulp & Paper for their ambitious growth plans. We are grateful to them for placing their faith in us to disrupt the market and expand their reach and footprint across the nation. Working alongside not just one of the pioneers in this industry, but also such a passionate team, is both exciting and fulfilling. We look forward to building a new brand narrative for Century.”

  • The mandate includes creative and strategy

    Leo Burnett appointed the lead AOR for Birla Opus

    The Aditya Birla Group has aligned its creative and strategic mandate with Leo Burnett India for the launch Birla Opus. Leo Burnett has been tasked with designing the brand architecture for the main brand – Birla Opus and drive the strategic, creative, and digital initiatives for their luxury and premium portfolio of brands. The account will be handled by the Leo Burnett Mumbai team.

    Inderpreet Singh
    Inderpreet Singh

    Speaking about the appointment Inderpreet Singh, Head, Marketing, Birla Opus, said: “Birla Opus is a brand that is designed for today’s dynamic and audacious new India. Keeping this in mind we were looking for a partner who would be able to support our vision and craft a narrative that appeals to today’s audiences. We look forward to working with team Leo Burnett.”

    Rajdeepak Das
    Rajdeepak Das

    Ådded Rajdeepak Das, CCO Publicis Groupe South Asia and Chairman Leo Burnett South Asia: “Birla Opus is undeniably one of the biggest brand launches that the country will witness this year. But what’s more exciting for us at Leo Burnett is the drive to bring in the next revolution in the paint category. We’ve found that the visionary, agile and nimble, Aditya Birla Group, is the perfect partner for creating such revolutions. At Burnett we believe in work that ‘Impacts a Billion’ and we know that Birla Opus with its brand vision will do just that.”

    Abhimanyu Khedkar

    Said further Abhimanyu Khedkar, Executive Director, Leo Burnett India: “An opportunity to work on a brand like Birla Opus comes once in a while. We are excited to help shape the brands roadmap and create groundbreaking work at the cusp of culture, creativity, data, and technology.”

  • Campaign conceptualised by DDB Mudra

    Ishaan Khatter is brand ambassador for Bewakoof

    By Our Staff

     

    Bewakoof, a TMRW clothing brand, an Aditya Birla Group venture, has rolled out a brand campaign with Ishaan Khatter as brand ambassador. Designed for young consumers, the tagline is All Eyes on You! The campaign was conceptualised and shot by DDB Mudra.

     

    Said Prabhkiran Singh, Founder, Bewakoof: “As a brand built for the youth and the young-at-heart, Bewakoof have always had an edge when it comes to understanding our consumers’ preference. We have always designed with an aim of capturing the trendy, cool & high-resonance topics of the times. However, with the evolving needs of the Gen Z-alphas we had to take the game a notch higher. Born in an overtly tech-enabled & connected world, this generation finds it difficult to form real-life camaraderie. And that’s where Bewakoof steps in! Our clothing helps put a face to your cool quotient through the extensive range of expression-wear designed to be the voice of the time & the pop-culture. And just like that your Captain America t-shirt can put you on the spotlight for an Ironman wielding one or a Dwight Schrute quote doing the same for a Dunder Mifflin fan! It is important to note that Bewakoof assumes the role of the ice-breaker only, letting consumers decide the next steps! Hence- All Eyes on You!”

     

    Added Prashanth Aluru, CEO & Co-founder, TMRW:  “Bewakoof has successfully emerged as a GenZ favorite with great products, superlative shopping and post-purchase experience. It has been the OG as far as expression-wear is concerned in the country.  While the expression language has changed for the youth over the years, Bewakoof has continued to remain at the forefront of this transition. In the current tech-centric world, Bewakoof has enabled youth to connect with the world around them by sparking conversations focussed on the design language. With this campaign we intend to strengthen our connection with Gen Z across the country.  We also welcome Ishan to the Bewakoof X TMRW team and look forward to a great partnership.”

     

    Said Sooraj Pillai, Group Creative Director, DDB Mudra: “In a world focused on appearances, Bewakoof brand goes beyond just looking cool. We aim to highlight the deeper connections formed through second impressions, where actions speak louder than clothes. The “All Eyes on You” campaign embodies this philosophy, redefining the brand’s unique identity in an otherwise crowded category.”

     

     

  • Under the brand name 'Birla Opus'

    Aditya Birla Group forays into decorative paints business

    By Our Staff

     

    Grasim Industries Limited, flagship company of the Aditya Birla Group, unveiled the brand name of its paints business, ‘Birla Opus’. The market launch of Birla Opus is scheduled for Q4FY24. Grasim will offer a full suite of high-quality products in the decorative paints segment.

     

    Kumar Mangalam Birla, Chairman, Aditya Birla Group said: “Our foray into decorative paints is a strategic portfolio choice that enables us to tap into a high-growth market and expand our presence in the vibrant Indian consumer landscape. Our paints business will build on the power and trust associated with the Aditya Birla brand. The Company has over the last couple of years built a strong foundation to enable a successful business launch. We endeavour to become a profitable No. 2 player in the coming years and announcing our brand name is the first of many steps that will follow in this direction.”

     

  • Actor Vijay Raaz lends his voice to the digital video

    Aditya Birla Group observes World Environment Day

    By Our Staff

     

    In honour of World Environment Day on June 5, the Aditya Birla Group has initiated the #BigOnCircularity campaign to promote awareness on sustainability. As part of the campaign, the group has unveiled a digital video titled, #YehDuniyaGolHai, showcasing the voice of actor Vijay Raaz.

     

    The Group also released a longer version of the digital video that captures sustainability milestones, innovations and goals of its businesses.

     

    Notes a communique: “At the forefront of building a sustainable future, the Aditya Birla Group keeps circularity at the core of all its business decisions.  Driven by a mission to minimise the environmental footprint, the Group is implementing innovative recycling practices to foster circularity across its products and businesses. Last year, the Group repurposed, recycled and co-processed over 11.9 million tonnes of waste, showcasing its commitment to responsible waste management practices.”

     

  • Content studio strengthens its core team with newer roles and responsibilities

    Applause reinforces leadership team

    By Our Staff

     

    Applause Entertainment, a venture of the Aditya Birla group, has announced key organisational realignments in its senior leadership team. To further expand its content ecosystem, the content studio strengthens its core team with newer roles and responsibilities. Deepak Segal (Head – Content) will now be leading charge across all Content Verticals as the Chief Creative Officer. Prasoon Garg (GM & Business Head), will now consolidate all Business, Commercial and Revenue functions under him as the Chief Business Officer.

     

    On these recent promotions, Sameer Nair, CEO, Applause Entertainment said: “Deepak, Prasoon, Priya and Devnidhi have been an integral part of Applause since its inception, sharing the same vision of growing and scaling the content business to greater heights. With newer roles at Business, Creative and Marketing, and with the support of a diverse team of colleagues who share a common passion for creative excellence, we look forward to expand our content hub & spoke model with ambitious, audacious and disruptive stories from all over the world.”

     

  • The collaboration to build robust original content for Zee5 in Hindi

    Zee5 inks partnership with Applause

    By Our Staff

     

     

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    A post shared by ZEE5 (@zee5)

    Zee Entertainment’s OTT platfom Zee5 has entered into a strategic partnership with content and IP studio Applause Entertainment, a venture of Aditya Birla Group, for a multi-show association.

     

    Commenting on the partnership, Punit Misra, President – Content & International Markets, Zee Entertainment Enterprises Ltd, said, “Zee5’s content design principles centre around intimately knowing our viewers and building a bouquet of engaging and entertaining offerings for our multiple consumer cohorts. While Consumer Intimacy is at the heart of our content creation philosophy, our Content Creator Partners are the other crucial pillar in our approach. We are excited about our partnership with one of the leading content creators of our country – Sameer Nair & Applause Entertainment. With our shared belief in consumer obsession, coupled with their unique content creation capabilities, I am confident that we will win the hearts of millions.”

     

    Added Sameer Nair, CEO, Applause Entertainment: “Over the past four years, Applause has created a diverse slate of content and explored stories across genres, languages and geographies. We are thrilled that our first outing with Zee5 is with Kaun Banegi Shikarwati, a light-hearted, heart-warming dramedy that is both quirky and delightful, and boasts a stellar cast of actors. We look forward to a long and fruitful partnership with Zee5 and help contribute in a small way to their global ambition.”

     

  • To adapt 400+ iconic comics into animation content

    Applause partner Amar Chitra Katha

    By Our Staff

     

    Applause Entertainment, the content studio from the Aditya Birla Group led by media veteran Sameer Nair, has announced a landmark partnership with Amar Chitra Katha.  As a part of this collaboration, Applause Entertainment has acquired the license to the Amar Chitra Katha catalogue, comprising 400+ titles which will be developed and produced into animated content.

     

    Speaking on the announcement, Nair said: “At Applause, we only strive to deliver the best in storytelling. Over the last four years, we have significantly pushed the envelope in curating and creating the most disruptive stories for Indian audiences that cut across genres and geographies. Amar Chitra Katha is a household name in India with a diverse and celebrated library which deserves to be retold. Like millions of other people, I have grown up reading these iconic comics and as a child, imagined them with dynamic visuals and dramatic sound and action. This is our opportunity to realize that dream. This partnership is also a small step towards helping export Indian culture by taking a unique and deep rooted cultural brand like Amar Chitra Katha to screens across the globe.”

     

    Added Preeti Vyas, President & CEO, Amar Chitra Katha: “At Amar Chitra Katha, we have been custodians of India’s stories for over 54 years, and we are thrilled to partner with Applause Entertainment to take our rich storytelling heritage to Indian and global audiences through animation. As the nation’s favourite storyteller, our mission has always been to provide Indian children a route to their roots and inspire in them a great sense of pride about India and being Indian. While we continue to keep our founder, Mr Anant Pai’s dream alive by telling new stories and creating fresh content in print and digital formats, we are also keen on presenting our iconic stories in an animated avatar. For this, we could not have hoped for a better partner than Applause. We are confident that Sameer Nair and his team, with their passion and superlative track record will do an amazing job adapting our stories to animation and providing the new and future generations of Indians a crucial link to our past.”

     

  • The event will be held at the Management Centre, Madras Management Association at 6 pm on December 11, 2020

    Ad Club Madras & MMA to host R K Swamy Memorial Lecture on Dec 11

    By A Correspondent

     

    The Madras Management Association and Advertising Club, Madras have jointly supported the Annual R K Swamy Memorial Lecture beginning last year. To be held on December 11, it will serve as a tribute to the veteran adperson who played a pioneering role in the growth of the advertising industry in South India.

     

    The inaugural edition saw D Shivakumar, Executive Group President, Aditya Birla Group deliver a talk on “The Future of Consumer Engagement”.  The second edition will have R Seshasayee, Vice Chairman, Hinduja Group talk on ‘Values for the 21st Century’.  Two senior media industry leaders will participate as Guests of Honour.  Gulab Kothari, Chief Editor, Rajasthan Patrika and Ram Sehgal, Past President, AAAI will provide some additional insights on Mr R K Swamy.

     

    Said Shree Prakash P, the President of the Advertising Club Madras: “Mr R K Swamy was the first recipient of the Distinguished Service Award instituted by the club and we think that there is no better way in immortalising a man who redefined advertising in this part of the world and who was synonymous with the industry.”

     

    Added Group Captain Vijaykumar, Executive Director of MMA: “The MMA is indeed privileged to organize the Lecture in memory of R K Swamy who was an outstanding leader and provided bold Pioneering Leadership in the field of Advertising in India. He was the past President of MMA during 1972 – 74 and significantly contributed to the growth of MMA to propagate management movement in this part of the country.

     

    The event will be held at the Management Centre, Madras Management Association at 6 pm on December 11, 2020.

     

     

  • Linen Club is the premium linen fabric brand from the Aditya Birla Group

    VGC refreshes Linen Club’s new brand identity and logo

    By A Correspondent

     

    Linen Club, the premium linen fabric brand from the Aditya Birla Group, has announced the launch of its new brand identity and logo. VGC has created and designed the logo.

     

    Said Satyaki Ghosh, CEO, Domestic Textiles (Grasim Industries) Aditya Birla Group: “With a strong legacy of over seven decades, Linen Club has finely crafted the story of linen in India. As we prepare ourselves for the future, we want the Linen Club brand identity to manifest our passion for linen combined with our heritage, our expertise and our authenticity. The new identity while staying true to the core values of Linen Club, gives it a credible and inspiring imagery. Join me in celebrating our passion for linen with the launch of our new logo and brand identity.”

     

    Added Preeti Vyas, Chairwoman and CCO, VGC the agency creating and designing the logo:

    “As I am personally passionate about Linen, it was an absolute delight when VGC was invited to rebrand Linen Club. Through the new logo we have brought alive the story of Linen’s European heritage, the legacy of the brand in India and the fabric’s authenticity in terms of its sustainable qualities. We then also translated it to a stylish visual narrative across a range of packaging and varied retail touchpoint,”

  • Four premium upscale drama series across genres will air on the OTT platform

    Applause signs multi-show deal with SonyLiv

    By A Correspondent

     

    Applause Entertainment, a venture of the Aditya Birla Group, has announced a content licensing deal of four premium drama series with SonyLIV, the video streaming service from Sony Pictures Networks India.

     

    Speaking on this association, Sameer Nair, CEO, Applause Entertainment said: “We are glad to partner with SonyLIV and to be able to contribute to their original content strategy. It aligns well with our philosophy of creating premium content and working with our platform partners to entertain and delight their customers. We hope this slate of 4 shows is only the start of a long & successful relationship with SonyLIV in our pursuit of creative excellence.”

     

    The four drama series that will have their home at Sony LIV are – ‘Your Honor’, ‘Avrodh’ ‘Undekhi’ and ‘Scam 1992’.

     

    Added Danish Khan, Business Head – Sony Entertainment Television, Studio Next & Digital Business: “Sony Liv plans to acquire and retain its premium subscribers through a robust line up of Original Content – content that is cerebral and relevant and brings a sense of authenticity, drama and storytelling. We are collaborating with the best story tellers in the industry. Applause Entertainment is one of the most prolific creators of premium series and we are extremely happy to partner with them. We are confident that these shows will entertain & engage the varied audience segments of SonyLiv.”