MxMIndia

Tag: Chetan Asher

  • To build AI-powered conversational experiences for brands

    Tonic Worldwide partners with yellow.ai

    By Our Staff

     

    Digital marketing agency Tonic Worldwide has announced a partnership with yellow.ai, the Conversational CX Automation Platform, to build AI-powered intelligent virtual assistants, across text and voice channels for enterprises.

     

    Chetan Asher
    Chetan Asher

    Said Chetan Asher, Co-Founder and CEO, Tonic Worldwide:“Customer Experience is more important than ever. With technology & AI today we can offer an enhanced experience to the end user. yellow.ai is a leader in building conversational experiences and we are delighted to partner with them. Through this partnership we will be able to augment our hyper personalisation and digital transformation solutions which will help our clients unlock value.”

     

    Raghu Ravinutala
    Raghu Ravinutala

    Commenting on the partnership, Raghu Ravinutala, CEO and Co-founder, yellow.ai, added: “Delivering personalized customer experience at scale has long been at the heart of innovations for many marketing initiatives. Leveraging yellow.ai’s platform, marketers and marketing agencies can automate key consumer journeys towards attracting, engaging, acquiring, and retaining customers, across Web, In-app IVR and social channels. We are delighted to partner with Tonic Worldwide to empower brands with our AI-powered digital marketing solutions to deliver superior customer experiences.”

     

  • To build brand on digital platforms

    Tonic Worldwide bags digital mandate for Pure Nutrition

    By Our Staff

     

    Tonic Worldwide has bagged the integrated digital mandate for Pure Nutrition. As part of their mandate, Tonic Worldwide will be managing the social media, paid media, website development and SEO for Pure Nutrition.

     

    Chetan Asher
    Chetan Asher

    Said Chetan Asher, Co-Founder & CEO, Tonic Worldwide: “Pure Nutrition wants to create a strong impact in the domain of health and nutrition and we are delighted to partner with a brand which focuses on this realm in times like these. With our strategic and creative strengths, we look forward to building the brand on digital platforms.”

     

    Sushil Khaitan
    Sushil Khaitan

    Added Sushil Khaitan, CEO and Director, Pure Nutrition: “In today’s world it is of vital importance for businesses and brands of all kinds to have an effective online presence and stay relevant. Pure Nutrition’s prime forte lies in enhancing the complete well-being and quality of life of its customers through its natural supplements. With this association we are looking forward to exploring new avenues and serving our consumer base better. To encourage conversations with our consumers in the digital space, keep them engaged and create a strong relationship with them digitally will be the primary goals of this partnership. We look forward to everything that the digital space has to offer and hence work towards our consumers more effectively.”

     

  • Tonic Worldwide will handle the social media presence, digital engagement, digital strategy and online reputation

    Tonic Worldwide wins digital mandate for Hiranandani

    By A Correspondent

     

    Tonic Worldwide has bagged the digital mandate for House of Hiranandani, the real estate company with a presence in Mumbai, Bengaluru, Chennai and Hyderabad.

     

    As part of its mandate, Tonic Worldwide will handle the social media presence, digital engagement, digital strategy and online reputation for House of Hiranandani. The account was won following a multi-agency pitch and will be handled out of Tonic Worldwide’s Mumbai office. The agency will also help House of Hiranandani leverage their online presence to identify leads among a diverse group of internet-savvy consumers and also execute multiple digital campaigns across the next few months to amplify House of Hiranandani’s brand and upcoming projects pan-India.

     

    Commenting on the new win, Chetan Asher, CEO, Tonic Worldwide, said: “We are extremely pleased to secure this mandate as it underlines our strong intent to develop our portfolio of real estate brands. House of Hiranandani has exemplified consistency and excellence in terms of their properties and we will translate these characteristics into a robust online presence for one of India’s most distinguished and acclaimed real estate firms.”

     

    Added Prashin Jhobalia, Vice President – Marketing Strategy, House of Hiranandani: “Today, brand identities are created at an incredible pace in the digital sphere – new as well as established brands cannot ignore social media platforms in their bid to stay relevant to their audience. House of Hiranandani has been a pioneer in creating communities with its distinct architecture, construction techniques and customer friendly approach and we now want to create like-minded communities on digital platforms through digitized personal engagements and conversations. This connect with existing and prospective customers will be a continuous brand exercise to replicate the physical brand in the digital space. Through this partnership we look forward to achieve a strong digital identity that is synonymous with the existing identity of the brand.”

     

     

  • The video has multiple ingredient options and different users could choose their own favourite ingredients and make a different version of their recipe

    Tonic Worldwide executes brand campaign for Nutralite

    By A Correspondent

     

    Nutralite has launched its latest campaign that breaks the clutter by introducing interactive videos by Chef Sanjeev Kapoor. It shows Kapoor inviting users to choose their ingredients and guide him on making the recipe. The video has multiple ingredient options and different users could choose their own favourite ingredients and make a different version of their recipe in this interactive recipe video. The same video can produce different recipes depending on the choices made

     

    Said Chetan Asher, CEO and Co-Founder, Tonic Worldwide: “The spreads category is extremely challenging with brands that have deeper pockets and are well established. The need of the hour in this campaign was to ensure not just awareness of the new range but also encourage usage by showcasing recipes which are actually chosen and made by them.”

     

    Added Sachin Dingankar, Head of Marketing at Zydus Wellness: “Many mothers love to cook, but doing that along with one of the best chefs in the country is surely a valuable experience.  Using YouTube as the prime medium, the very idea of moving forward with a recipe according to the user’s preferences is unique. Along with this, the campaign has also provided a real-time picture of Nutralite Mayo’s functionality, which further drives through the impact of this campaign.”

     

     

  • Over the past three years, she has been an independent consultant for leading advertising and research firms

    Tonic ropes in Anjali Malthankar as NSD

    By A Correspondent

     

    Tonic Worldwide has appointed Anjali Malthankar as its National Strategy Director in India. Malthankar brings with her fourteen years of experience in the advertising industry – developing deep insights, building brands and understanding the art of decoding human behaviour.

     

    Prior to Tonic, she has worked with various agencies, such as Ogilvy & Mather, Law & Kenneth, DDB Mudra, Leo Burnett Orchard and Madison BMB. In her last full-time stint, Malthankar was leading strategic planning at Madison BMB. Over the past three years, she has been an independent consultant for leading advertising and research firms.

     

    Commenting on the appointment, Chetan Asher, Founder & CEO, Tonic Worldwide, said: “We are delighted to have Anjali on board with us. Anjali fuels our ambition to build communication that is human centric and her deep understanding of Indian consumers and cultural insights will balance our tech led future focused approach.”

     

    Talking about her new assignment, Malthankar said: “I am excited about sharing, learning and working with the young and energetic talent and proud to be part of a great leadership team. I really admire their people-centric approach in an industry where there is a high attrition rate and client relationships are short-term. Looking forward to shaping brands and cracking insightful work in a fast-paced digital world.”

     

     

  • Launch first ever Plantable Filters this World Environment Day

    Tonic Worldwide & Aditya Birla Group roll out #FilterTheFuture

    By A Correspondent

     

    This World Environment Day, the Aditya Birla Group took a pledge towards doing its bit to ensuring a green environment with the introduction of the first ever plantable filters on Facebook. These filters are features that can recognise human faces in photos in order to suggest graphics, like borders or stickers, to accompany the posts. Under this concept, which is designed by Tonic Worldwide, with every plantable filter that’s used on Facebook, the Aditya Birla Group will plant a tree with a pledge to #FiltertheFuture.

     

    Talking about this innovative pledge, Chetan Asher, CEO, Tonic Worldwide, said: “#FilterTheFuture is an enabler for a bigger cause. Sometimes a simple interaction can drive a larger action and that’s the beauty of technology.”

     

     

  • Prior to Tonic, Nambiar was at Wavemaker

    Tonic Worldwide ropes in Suraj Nambiar to lead South operations

    By A Correspondent

     

    Tonic Worldwide has appointed Suraj Nambiar as Managing Partner and media head in India. Nambiar will be leading the agency’s operations in South along with driving the National Media division, based out of their Bangalore office.

     

    Suraj Nambiar

    Prior to Tonic, Nambiar was at Wavemaker, where he was responsible for day-to-day operations of the digital division and managing key client relationships. He has worked with brands across many industries such as Tata Tea Global Beverages, Myntra, Arvind Brands, Enamor, Toyota, Amazon, Puma, Tanishq, 3M, Titan Industries, Mercedes Benz, DHL, Colgate, Nivea, Accenture, Kingfisher, Samsung, Make My Trip, Yahoo, Sony and Canon.

     

    Commenting on the appointment, Chetan Asher, Founder & CEO, Tonic Worldwide, said: “We are delighted to have Suraj on board with us. His vast experience of working across different ecosystems and his agency acumen would bring in better efficiency and increased creativity on the table. He also brings in the right kind of dynamism, an astute business sense and the ability to connect well with clients to drive the next phase of growth for our agency, especially in the Southern market.”

     

    Talking about his new assignment, Nambiar, said: “It’s exciting to work with such a dynamic team across creative, technology and media, layered with strong consumer data and insights.  I look forward to being a part of this wonderful people-centric leadership team. Keeping in mind the ever-changing digital ecosystem I believe Tonic Worldwide is poised to deliver in a manner that more than exceeds our client’s expectations, lifting them towards the next level of excellence.”

     

     

  • MxMIndia spoke to two brothers who are different in many ways but pooled in their strengths to start a digital agency – TonicMedia

    Relative Values | Brothers in Biz: Samir and Chetan Asher

    Every Friday, MxM takes you beyond our regular news and look at the people in the business of media and marketing. So on the first Thursday of every month, we have a section titled ‘RELATIVE VALUES’ featuring siblings, parents-children, cousins etc who may be working in the same or allied sectors of media, advertising and marketing.

     

    This first Friday, we met Samir and Chetan Asher of digital agency TonicMedia.

     

    By Meghna Sharma

     

    “Our differences have made the working relationship healthier”

    Siblings taking over or starting a venture together isn’t something out of the blue. There are numerous cases where siblings have gotten together in the world of business. While there are cases of family feuds, many have survived to carry on a legacy or to leave a mark of their own.

     

    One likes DJing and the other can’t stand loud music. Well, like no two fingerprints are alike, most siblings aren’t same as pods of peas. MxMIndia spoke to two such brothers who are different in many ways but pooled in their strengths to start a digital agency – TonicMedia.

     

    “I was already into SEO (search engine optimization) & internet marketing, helping agencies/websites in Europe increase their online presence, Chetan being the writer, used to help me with content. He used to work with Indiatimes managing short code 8888. “As it says on our website Tonic started out as a single PC for a workstation on a rainy day back in June, 2005. We knew it was time for the world to get a shot of Tonic,” says Samir Asher, COO of the company.

     

    The company executes idea across media, mobile and interactive. With change as a constant parameter in the digital industry, it constantly tracks global trends and adapting it to benefit their clients.

     

    Different work backgrounds, different likes and dislikes, so how do they manage intellectual and business differences? According to both, what has worked so far for them is the fact that most are ‘different’. “There are always differences, and that makes the working relationship healthy. Samir being the technology brain looks at a project differently from what I would perceive and in the process we have our constant debates. I always put creative / design first and he puts tech / backend first. But that ultimately leads to better execution and helps achieve client’s objectives,” explains Chetan Asher, CEO of the company.

     

    Samir further adds, “I would call it ‘sharing” instead of interference. We both discuss and share our ideas to archive the best outcome.”

     

    But how to they keep work-personal life balance? “Being entrepreneurs we need to be always connected. Also the digital media scenario is so dynamic that agencies today have to work in a 24/7 environment. We have managed to plan and organize to achieve a balance. And not just for us but for the entire team at Tonic we want a healthy work-personal life balance and it’s an ongoing process to plan, organize and better it,” says Chetan.

     

    As working partners, the two have grown as individuals too. “As brothers it hasn’t changed much. I’m still that brother who will ensure your PC would never work if you trouble my brother. But as partners we understand each other a lot better than we used to do before. We have both learnt from each other immensely and have grown closer running tonic together,” concludes Samir.