MxMIndia

Tag: Edelman Asia-Pacific

  • Targets new customers

    Tata Starbucks rolls out new campaign

    By Our Staff

     

    Tata Starbucks has rolled out a campaign to target new customers. Created by Edelman India, #ItStartsWithYourName, the multimedia, 360-degree campaign has been crafted specifically for customers across the cities of Bengaluru, Gurugram, Indore, and Bhopal to begin with. It is a call out to new customers to come and experience the warmth, personalization and strong sense of connection the brand offers.

     

    Talking about the campaign, Sushant Dash, CEO, Tata Starbucks Pvt Ltd said: “At Tata Starbucks, we believe that meaningful relationships are rooted in thoughtfulness. We see people, not customers. In our stores, it starts with asking customers their names and goes beyond a cup of coffee. We believe in connecting with local audiences by identifying and acting on their specific needs. Through this campaign, we aim to form a closer connect with our customers and make them feel more welcome in our stores. Over the last decade, we have been fortunate to connect with a diverse group of customers in India and look forward to the road ahead as we address a newer set of customers.”

     

    Further discussing the campaign, Ashutosh Munshi, Head of Brand – Edelman Asia Pacific and India added: “Brands today need to be for the people and guided by the people. In creating this campaign, we were inspired by Tata Starbucks’ guiding value of seeing a customer beyond their order by asking for names; thereby taking the first step to know each of us that much better. #ItStartsWithYourName celebrates Tata Starbucks’ service philosophy that fosters genuine connection, while also offering a product range that reflects customer preferences. We have articulated this in a brand film and various creative assets that evoke this sense of belonging that the Starbucks experience stands for.”

     

  • To be Head of Brand APAC

    Edelman elevates Ashutosh Munshi

    By Our Staff

     

    Ashutosh Munshi
    Ashutosh Munshi

    Edelman has appointed Ashutosh Munshi, the network’s Head of Brand for India, into the role of Head of Brand for Asia Pacific. Munshi will report to Edelman’s Global Chair of Brand and F&B, Megan Van Someren, as well as Stephen Kehoe, CEO of Edelman Asia-Pacific.

    Said Rakesh Thukral, Managing Director of Edelman India: “Under Ashutosh’s leadership, we have developed a brand marketing offering in India that delivers creative solutions to earn attention and trust, and therefore drive true impact for our clients. With his expanded role, we look forward to taking this vision to the next level, in India and across the region.”

    Added Van Someren: “As we look ahead at the new year and at the continuous shifts in consumer expectations, how brands behave matters more than ever before. The time is now for brands to step up and put trust at the helm – and not just through communication, but through action and advocacy. We are delighted to have Ashutosh take on this new role, to which he brings over twenty years of experience integrating and delivering strategic, creative and insight-driven work. Work that achieves tangible and measurable business outcomes for client partners.”

    Said Kehoe: “Our brand practice at Edelman continues to lead the industry. Whether it is Adidas in China, GSK in Australia, Oatly in Hong Kong or PepsiCo in India, our Brand team in Asia-Pacific continues to produce award-winning work for our clients. As a testament to our talent and commitment to grow from within, I am proud to see Ashutosh now take the lead in launching new regional capabilities for our Brand practice, setting the bar higher in areas of brand obsession, curiosity and excellence.”