MxMIndia

Tag: Ashish Rana

  • Appointed: A Business Head, Growth Head, Brand Head, Head – App Partnerships and Network Rollout Head

    SugarBox beefs up top deck

    By A Correspondent

     

    LtoR: Ashish Kulshresth, Ashish Rana, Ishan Choudhury, Vishwanath Kulkarni & Rupsa Sinha

    SugarBox, a hyperlocal Content Distribution Network (CDN), has announced senior leadership appointments, including a new Business Head, Growth Head, Brand Head, Head – App Partnerships and Network Rollout Head.

     

    Ashish Kulshresth has joined SugarBox Networks as Business Head. Most recently, he was the VP – Partnerships & Online Growth at WhiteHat Jr. At SugarBox, he will take up P&L responsibilities and oversee the network expansion, as well as the revenue functions.

     

    Ishan Choudhury has been appointed as the new Growth Head. He joins SugarBox from Weddingz, where he worked as the Director of Customer Strategy. He will be responsible for driving strategic initiatives and customer traction for the company.

     

    Rupsa Sinha has joined as the Brand Head. She will be primarily responsible for building the SugarBox brand.

     

    Ashish Rana has joined SugarBox as the Head of App Partnerships. He will be responsible for evangelism of SugarBox across digital industries with a key focus on OTT, e-commerce, FinTech, EdTech, Mobility and FoodTech.

     

    Vishwanath Kulkarni has been appointed as the Head of Network Rollout. At SugarBox, he will own the network rollout and network maintenance function enabling the company to scale operations rapidly.

     

    Commenting on the appointments, SugarBox Co-founder and CEO, Rohit Paranjpe, said: “We welcome AK, Ishan, Rupsa, Ashish and VK to the team and I’m grateful for the rich and diverse experience they bring to the company. We are at a very interesting juncture in our journey and their arrival brings fresh energy, expertise and perspective that will be pivotal in our rapid scale-up aspirations. We have an exciting couple of years ahead of us as we kickstart our association with the Indian Railways and these key appointments will play a vital role in shaping our future.”

     

     

  • The agency will handle the brand’s social media strategy, end-to-end planning, creative development, query management and much more

    IdeateLabs wins the social media mandate for Thomas Cook India

    By A Correspondent

     

    IdeateLabs has won the social media mandate across Thomas Cook India’s business lines – including Holidays Outbound and Domestic and Foreign Exchange in a multi-agency pitch.

     

    The mandate includes managing the brand’s social media strategy, developing collaterals and artworks, managing queries, end-to- end planning and so on. The core focus is to create a huge buzz around various offerings including the Holiday & Forex businesses and also engage the target audience with interesting content.

     

    Commenting on the latest win, Ashish Rana, Business Head, Ideate Labs said: “We are immensely proud to work with the iconic travel and tourism brand Thomas Cook (India) Ltd. With a vibrant legacy of India operation since 1881. It is of utmost importance to sustain the brand positioning and further enhance its presence in the market. They are a leader in their space & their hybrid clicks & bricks strategy is perfectly in sync with India’s consumer base.

     

    The brand is renowned equally for the diversity of its product range as also the quality of their services in its endeavour to delight India’s range of customer segments.”

     

    Added Abraham Alapatt, President & Group Head – Marketing, Service Quality, Value Added Services & Innovation Thomas Cook India: “Social media continues to play a defining role in the consumer’s perception of a brand – helping not only to influence purchase decisions, but more importantly build a relationship. Through our digital outreach, we aim to move from simply just being present ‘on’ multiple social media platforms to harmonize and create the perfect synergy between our offline and online campaigns. We therefore sought a partner who was equally driven by passion and who could bring a fresh take of innovation and creativity in our social messaging, while understanding the pulse our customer. IdeateLabs has showcased a deep understanding of the sector and we look forward to rolling out engaging content and impactful campaigns in association with them.”

     

     

  • IdeateLabs has retained the digital account for Brand Factory for the fourth year in a row

    IdeateLabs retains Brand Factory’s digital mandate

    By A Correspondent

     

    IdeateLabs will continue to manage the digital front of Brand Factory, a fashion discount chain by Future Group. The agency will continue with their digital duties for the brand which includes an array of digital duties with our key focus on the exploration of driving measurable footfalls for engagements.

     

    Said Ashish Rana, Business Head, IdeateLabs: “IdeateLabs is excited to have retained Brand Factory for the fourth year in a row. This just gives us more opportunities to craft exciting digital strategies for them. IdeateLabs’ partnership with Brand Factory has witnessed quirky and buzz-evoking content so far and the future holds the same along with growing strategic approach, deeper consumer understanding and market insights, flawless data analytics and media efficiency. Our focus for upcoming campaigns will be on analyzing possible measurable footfalls that garner engagement in abundance.”

     

    Added Roch D’Souza, Chief Marketing Officer, Brand Factory: “The partnership between Brand Factory and IdeateLabs has been a fruitful one with all our digital assets experiencing exponential growth. IdeateLabs has been with us for over four years now. The relationship we share is more a partnership than an agency-client relationship. Not only did they understand the brand, but they also helped us translate our brand personality in the digital world through relevant content & initiatives. IdeateLabs works as a perfect business partner and understands the changing business dynamics while engaging with our digital audience in effective ways. We look forward to the same commitment and growth.”

     

     

  • The fashion retail brand claims to be speaking the language of GenZ to boost its winter collection sale

    Brand Factory does a ‘dhoka’ with #KTPD campaign

    By A Correspondent

     

    We’ve seen it being used in Bollywood, so it’s assumed that it will be cool in advertising too. Assuming that its target audience will be tickled by the campaign, Brand Factory and its agency IdeateLabs launched what it says is a  quirky campaign titled ‘Khade Thand Par Dhoka’ (#KTPD). This is what a communique says: “This campaign was inspired by KLPD – a popular slang that never fails to grab attention. While KLPD meant things going wrong in general, KTPD stood for things that go wrong in winters.” Well, KLPD may mean things getting messed up, but the ‘L’ in the abbreviation refers to a male body part and is definitely not in good taste.

     

    A communique says that through Facebook and Instagram, the message has reached over 10 million people, even as two lakh users engaged with it, but we aren’t certain whether this was achieved via paid campaigns.

     

    Said Roch D’Souza, Marketing Head, Brand Factory: “Although we are known for great range of apparel at smart prices, we are not known for the winter collection category. Winter was a great opportunity to tell our customers just this through the campaign. And, what better than to have a category at its peak time on great discount! Results: a phenomenal success.”

     

    Added Ashish Rana, Business Head, Ideate Labs: “All fashion brands advertise for their winter collection and some players have large winter sales that are already extremely popular. Our task was to not only bring Brand Factory into the consideration set, but lead them to the stores. We created a campaign that truly cut ice with our audience, generated a whole lot of conversations, and better – led to an increase in footfalls!”