By A Correspondent
Mirum India, a leading digital marketing solution agency, will implement Salesforce Marketing Cloud services for Simpliv, a global learning marketplace.
On winning the account, Mihir Karkare, EVP, Mirum India, said: “Mirum is a Salesforce Gold Consulting Partner and has great experience in implementing marketing automation solutions in the EdTech space. We are excited to work with Simpliv and eager to collaborate with them on this project.
By A Correspondent
Mirum India has appointed Kalpesh Patel as Director of Martech Services. Besides leading the Salesforce practice, Patel will also lead other areas of practice such as Sitecore, SEO, UX_UI in addition to other CMS and e-commerce solutions. He has been with Mirum for over four years and was leading the technology practice.
Commenting on the appointment, Hareesh Tibrewala, Joint CEO, Mirum India, said: “Kalpesh is a very passionate and detail-oriented leader. He brings both: the emotional quotient required to run and manage a large team; and the discipline and processes required to ensure flawless and timely delivery. Post COVID, we expect to see an accelerated requirement for digital transformation for businesses. And under Kalpesh’s leadership, we are set to deliver the same for our clients”
Added Kalpesh Patel: “With the Martech vertical, Mirum India has now combined all the offerings which brands need on their digital transformation journey. I am excited to leverage my experience in delivering technology solutions for domestic and global clients, to add value to the Martech vertical. I am looking forward to my new role and keen on contributing to the success of Martech and the organization.
By A Correspondent
Skills and talent development major NIIT has commissioned Mirum to implement its marketing automation solutions from the Salesforce Marketing Cloud suite.
Said Hareesh Tibrewala, Joint CEO, Mirum India: “NIIT is a leader in skill development space and it is a great experience to work with them. Mirum has been one of the early providers of marketing automation services in India and is now a Salesforce go-to-partner for marketing cloud implementations. We have brought to the table our eight years of experience, to provide a seamless marketing automation solution for NIIT.”
By A Correspondent
Mirum India has announced it has bagged the mandate for social media management and online query management for WileyNxt, a learning solution from John Wiley and Sons. WileyNxt has collaborated with institutions like IIM Lucknow to bridge the ‘education to job and job to job’ skill gap.
Mirum India will assist WileyNxt in developing a distinct positioning and building brand awareness in an already cluttered professional-learning market. Mirum India will be responsible for brand communication, social media management and an always-on paid media campaign. The account will be serviced from Mirum India’s Delhi office.
Commenting on this association, Jagriti Goyal, Marketing Head, WileyNxt, said: “WileyNxt is a transformative solution that’s set to build a talent pipeline for the jobs of tomorrow. In an advertising clutter generated by competing companies, the need for WileyNxt is to stand out with clear cut messaging that allows the learners to distinguish between real learning and otherwise. We were looking for a strong agency who would be able to see through the honesty and the strong credible legacy that WileyNxt originates from and do true justice to the communication developed to present the various programs launched for the end audiences. We are launching some extremely relevant Industry driven, Executive Education Programs in Analytics across domains and Dream Jobs Placement Guaranteed Solutions for technology students. Mirum came to us with a strong pitch, client case studies and an interested team that I look forward to with work as true partners in this endeavor. “
Added Sanjay Mehta, Joint CEO, Mirum India: “Digital learning will play a crucial role in building the future skilled workforce. We are excited to be associated with WileyNxt to bring their knowledge driven offering to the Indian market. We at Mirum, understand WileyNxt’s aspirations and believe in their goal to transform education and skilling for individuals and organizations alike. We have a very talented team which brings to the table, a decade of experience in building brands on digital and we look forward to creating a distinct position for WileyNxt in the minds of the consumers.”
By A Correspondent
Mirum India has been selected to provide marketing automation services to Silver Arrows Automobiles Pvt Ltd and Bimamitra. Mirum will be responsible for implementing Salesforce Marketing Cloud solutions for Silver Arrows. As part of the mandate, Mirum will also be setting up Salesforce Mobile Studio and AD Studio for the client. Mirum will be implementing the Marketing Cloud solution from Salesforce for Bimamitra, a leading insurance solutions company.
Said Mihir Karkare, EVP – Mirum India: “Mirum has been associated with Salesforce for over eight years, and now we are a Salesforce Gold Consulting Partner. We are confident of our expertise and in-house talent; and hope to enable Silver Arrows and Bimamitra to achieve their business transformation goals.”
By A Correspondent
Mirum India has been appointed as the marketing automation partner by Shwapno, a grocery chain in Bangladesh. Shwapno operates over 60 physical outlets across Bangladesh and has an e-commerce portal for online ordering.
Mirum India has come on board as an implementation partner for Salesforce Marketing Cloud platform and will also facilitate integration of Marketing Cloud with other third party systems.
Said Mihir Karkare, EVP – Mirum India: “We are proud to be working with Shwapno, the largest grocery chain in Bangladesh. This is special for us, as it is our first assignment in Bangladesh market. We believe that with Marketing Cloud platform in place, Shwapno will see a positive impact on the customer engagement, online sales and an increased ROI on their marketing spends.”
By A Correspondent
Chennai-based multi-brand retail chain Poorvika that deals in mobile phones and connections, accessories, recharges and internet data has chosen Social Studio from the Salesforce Marketing Cloud suite as the social listening platform.
Mirum India, a Salesforce partner, will be responsible for the implementation of the Social Studio platform.
Said Mihir Karkare, EVP – Mirum India: “In today’s mobile-obsessed world, Poorvika Mobiles is a household name in South India and we are delighted to work with them. With our Salesforce platform expertise, we are confident of delivering a seamless social listening solution. Our solution will aid the brand in aligning their marketing budgets, customer service and sales efforts, and eventually boost their customer relationships.”
By A Correspondent
Axis Mutual Fund has launched its ELSS-specific ad campaign titled #TaxFever.
Said Naila Patel, Executive Creative Director, Mirum India, on the thought process behind the campaign: “Several reasons contributed to the choice of this parody angle. We wanted to push the envelope with this campaign and highlight the waiting game of tax savings by giving it a name. That’s where #TaxFever came from. Our audience for the campaign – individuals between the ages of 25 and 43 – are averse to preachy content. They respond well to communication that tickles their funny bone, is relatable, and most importantly, has a human element to it. And while tax and investing in ELSS remain the mundane reality of our lives, we needed comic relief to save the day. So, we went the parody way – why not leverage existing figures who are easily recognisable, have their individual quirks and well-known catchphrases? The core message of our campaign, #TaxFever Se Bacho, ELSS Mein Invest Karo, has a face – two faces, rather – that drives home the message in their individual, unique ways.”
Added Boniface Noronha, Head – Marketing & Digital at Axis Mutual Fund: “We wanted to steer clear of drab, run-of-the-mill messaging around tax. Instead of saying ‘here’s a tax saving instrument to invest in’, we wanted to say ‘why don’t you start investing early every year so you don’t have to worry about last-minute tax-saving investments?’ And we wanted to do this in a fun and relatable way, which the films are able to do very well.”
By A Correspondent
After a multi-agency pitch held earlier this year, Mirum India has won the creative mandate for emerging gadget and wearable device maker, Play. The agency will be the creative AOR for the brand and will take care of its social and creative duties with a focus on building the brand on digital from scratch. Apart from handling their digital assets, Mirum India will also be handling some of their ATL work which includes brand films and other offline activities. The account will be serviced by the Delhi office of Mirum India.
Said Arvind Nair, Regional Director (Delhi), Mirum India: “We believe in creating inspiration through our campaigns. Play has given us an opportunity to expand our horizons and create something meaningful and exciting. We understand consumers’ digital behaviour and are looking forward to aid PLAY in building a connect and engaging the masses.”
Added Sanjay Mehta, Joint CEO, Mirum India: “We are proud to be AOR for Play. This account allows Mirum to bring its vast digital experience to the table and deliver youthful work. Our digital approach will be highly ROI-driven with marketing campaigns closely aligned with the brand’s business goals.”
By A Correspondent
East Indian Hotels Limited, the flagship company of the Oberoi group, has appointed Mirum India for providing marketing cloud services. EIH has selected Salesforce Marketing Cloud platform to ensure seamless user experience through relevant communication for the right target audience and customers.
Said Hareesh Tibrewala, Joint CEO, Mirum India: “We are proud to be associated with one of the leading and internationally acclaimed names in the hospitality industry, The Oberoi Group. We are confident of implementing a seamless marketing automation system to address the customer needs, with our Salesforce platform expertise. We believe an integrated MarTech solution will support and positively impact the Group’s customer communication and engagement needs.”
By A Correspondent
Mirum India has created a digital film for Corian Quartz. With this digital activation, Mirum India also aims to highlight the brand’s thought leadership in kitchen spaces. The insight behind the film lies in the importance of kitchens in an Indian household and the increasing popularity of open kitchens among consumers.
Said Arvind Nair, Regional Director (Delhi), Mirum India: “We aimed to create the inspiration that the product brings out through this digital film, capturing the textures, colours and the range of Corian®Quartz. We have created a segmented approach to drive this to the end users, tying in with user behaviour and intent. The campaign has helped the brand create an aspirational digital persona that has led to conversions, which signify how understanding the customer’s digital behaviour is paramount in selling interiors today”.
Added Sanjay Mehta, Joint CEO, Mirum India: “The Path-to-Purchase journey for most products now begins from digital. It has now become imperative for every brand to capture the imagination of the end user digitally, even if the sale is driven through a brink and mortar shop. With this digital film, we have aimed to the same. ‘Wow’ the end users with the stunning designs from Corian Quartz”.