MxMIndia

Tag: Pawan Sarda

  • To manage the brands’ social presence

    Sociowash bags the creative mandate for Big Bazaar

    By Our Staff

     

    Sociowash has won the social media mandate for Big Bazaar. As part of the mandate, Sociowash will be responsible for social media and performance marketing assets.

     

    Said Pawan Sarda, CMO, Future Group: “We’re delighted to be partnering with Sociowash for our social media marketing mandate. Their team brought in new ideas, as well as a clear distinction in strategy across  Instagram, Facebook, and Twitter. We’re quite excited, and confident that working with Sociowash will help us create stronger engagement with our audience.”

     

    Added Pranav Agarwal, Co-founder, Sociowash: “Partnering with India’s leading retail brand is a major win for our Mumbai team. We’re thrilled to add such a household name to our roster of clients while strengthening our presence in India. Our expertise will be focused on effectively communicating the brand’s purpose to a wide range of audiences. We’re excited to contribute to Big Bazaar’s primary goals and digital objectives.”

     

  • To narrate brand stories to over 150 mn readers

    Magazine publishers join hands for content marketing solutions

    By Our Staff

     

    The Association of Indian Magazines (AIM) has announced the launch of a content marketing studio, which will draw in the collective strengths of more than 125 magazine titles, their websites and digital media assets, to offer to marketers content marketing solutions that can reach over 150 million people. Called Dastaan Hub, the exercise seeks to expand content marketing opportunities for brand marketers.

     

    The studio has been put together by AIM member publishers, recognising the increasing need at marketers end to move from vanilla display advertising towards developing engaging content solutions for narrating compelling brand stories.

     

    Commenting on Dastaan Hub, AIM president B Srinivasan said: “Magazines by their very essence are a deeply immersive medium, and are trusted for the depth in their editorial content. Moreover, magazines cater to highly engaged communities, and each magazine publishing team has deep insights into their readers’ emotional psyches and consumer interests. This is where they have inherent strength for partnering with brands for creating compelling brand stories.”

     

    Some of the leading participating publishers in Dastaan Hub are India Today, Ananda Vikatan, Delhi Press, Outlook, Malayala Manorama magazines, Network 18 magazines, ABP magazines, Business World, and Diamond Publications.

     

    The studio is being led by industry veteran Shripad Kulkarni, who along with a team of experienced professionals, will offer full content marketing solution in appropriate multiple formats like video, shorts, podcast, articles, panel discussion, Facebook Live, contests and social media posts.

     

    Explaining how it will work, Kulkarni said: “Dastaan Hub team will be following a 3-step process. A classical first, studying the category and brand challenges. Second, the creative and strategy team will customise native communication led ideas, based on client brief. And then add an O2O, online to offline media delivery plan. All this will be co-created to capture the essence of the dialogue the brands want to have with their customers”

     

    Said Yogesh Dashrath, Country Manager, Storytel India on the launch: “Stories are a powerful means to influence and inspire. So I am sure that the Dastaan Hub plan to recreate brand stories in the regional language and cultural context will greatly help brands to connect with their customer”

     

    Added Pawan Sarda, Group CMO, Future Group: “Each region, each State of India is unique. So, there are so many cultural and contextual nuances one needs to keep in mind. The Dastaan hub initiative, is a good single window opportunity to connect with customers across the length and breadth of India”

     

    Speaking on the launch, AIM General Secretary Anant Nath said: “It is no secret that there has been an erosion of interest in magazines by marketers, and that we have been facing some serious problems in maintaining our distribution. Therefore, as a first step, we collaborated to tackle this fundamental problem. A joint distribution agency network has been put together by AIM, so that publishers can take advantage of collective bargaining and increase their footprint across geographies. Secondly, massive efforts have been put to improve the subscription ecosystem, which includes working with Indian Post to improve delivery, as well as joint subscription marketing efforts. As a result, the subscription numbers across publishers have increased during pandemic, to compensate for loss in newsstand”.

     

    Here’s what some leading magazine publishers have said. Manoj Sharma of India Today: “Dastaan Hub is a logical extension of our distribution efforts as we are confident that we can deliver highly engaged audiences to our advertisers. At the same time, we will be careful to ensure that this branded content will follow global ethical guidelines of content marketing, as reader trust is of utmost importance to us”.

     

    Indranil Roy of Outlook: “We are confident that with our collaborative working across distribution, subscription marketing, and now Dastaan Hub, our magazines will strengthen their deeply engaging relationship with readers as well as brand partners.”

     

  • Ties up with NDMPL to promote brand

    FBB launches Holi campaign

    By Our Staff

    Fashion brand FBB has launched a Holi campaign – #FilterWaliHoli with a filter on Instagram. It has partnered with digital marketing agency NDMPL to launch a film, ‘Holi Ka Har Rang, fbb Ke Sang’ along with custom audio.

    Said Pawan Sarda, Head of Marketing and Digital – Future Group: “Festivals are an integral part of our Indian culture. Holi is yet another important festival that is celebrated throughout, across the country, by every individual. Celebrations have become so important, that people do not want to miss out on one another. Hence, we wanted to create something memorable, everlasting, and an overwhelming, fun experience for everyone to enjoy.”

    Added Natasha Saraogi, Founder, NDMPL: “This has been a wonderful experience. Creating this campaign has made my team and I, both reminisce on what we have missed out on. The process has been exciting and great, and we cannot wait to share this filter with each one of you. While the response is awaited, we dearly hope everyone enjoys this festival responsibly and in true spirit!”

     

     

  • Saurabh Varma’s Wondrlab conceptualised and executed the campaign for the  ‘Sabse Saste 6 Din’ campaign

    Wondrlab rolls Big Bazaar’s R-Day campaign

    By  Our Staff

    Retail giant Big Bazaar unveiled its ‘Sabse Saste 6 Din’ campaign with an ad series titled ‘Bachat paane ki vaccine’, conceptualised and executed by Wondrlab.

     

    Speaking about the campaign, Pawan Sarda, Group CMO, Digital, Marketing & e-commerce – Future Group said: “#O2O Online to offline is a big initiative we have taken at #BigBazaar. It cannot get bigger than this during our most iconic Sale, Sabse Saste 6 Din #SS6D. Book your shopping online (shop.bigbazaar.com) and redeem it in-store with bigger discounts. The last year has been tougher than ever for most people especially households with people facing salary cuts, with some losing jobs and businesses facing a hit by the lockdown. Something nobody was prepared for. Big Bazaar has gone an extra mile and is offering more savings if you pre-pay for the shopping.”

     

    Added Amit Akali, Co-Founder and CCO, Wondrlab: “We are excited at having the opportunity to work on India’s biggest retail sale. Big Bazaar is one of India’s most iconic brands and ‘Sabse Saste Din’ is also a brand by itself. Consumers look forward to the sale each year, and more so in 2021, after the year they’ve had. It was important to cut through the clutter and do justice to a big annual property. More importantly, we wanted to be honest and call out the year that the consumer’s gone through, giving the sale as a solution. For instance, one lady speaks about how being locked in at home doesn’t stop kids from growing up, while you see her shopping for kids’ clothes. These are all real conversations that consumers are having and would relate to. The challenge of course was to have the conversation and land the sale in just 15 seconds. We’re pleased with the freshness and simplicity of the campaign, that brings marries the positive sentiment of the sale with that of the vaccine, seamlessly.”

     

     

  • The campaign highlights the importance of safety and hygiene to fight COVID-19

    Big Bazaar’s Ramzan campaign speaks about the power in prayer

    By A Correspondent

     

     

    https://www.facebook.com/BigBazaar/videos/2470490566598043/

     

    Believing in the power of prayer, Big Bazaar has released a heart touching campaign called, ‘Ibaadat Bhi, Hifaazat Bhi’ (prayers with safety) for Ramzan. The campaign is conceptualised by DDB Mudra and is in line with the brand’s larger initiative of helping every Indian stay safe and protected.

     

    Created, recorded, edited and scripted all by working from home; the campaign has been successful in making an instant connect with its customers across the country.

     

    Speaking about the film, Pawan Sarda, Group Chief Marketing Officer, Future Retail said: “The concept shared by our agency DDB Mudra was so unique that we were absolutely sure we wanted to make this film, despite the lockdown constraints. We decided to shoot it with phone cameras. For us the intent was more important than the production value. The agency shot this film with zero budget.”

     

     

  • Organises love walkathon for young elders and differently abled customers

    Big Bazaar unveils #LoveSabKeLiye ad campaign

    By A Correspondent

     

    Big Bazaar celebrates love with two digital ads planned for the Valentine’s Day weekend.. Connecting with the young elders in every family, the first campaign narrates a special bond shared between an old married couple. The second campaign features a special marriage where the wife is hearing and speech impaired.

     

    Speaking about the campaign Pawan Sarda, CMO, Future Retail said: “As a brand, Big Bazaar has always believed in celebrating occasions and moments with everyone. The Love Weekend at Big Bazaar celebrates an all-inclusive valentine’s day with all our customers. From young elders to specially abled, everyone has a love story. We welcome our customers to visit our stores to experience this special kind of love from Feb 14-16, after all #LoveSabkeLiye.”

     

    Big Bazaar has organised a Love Walkathon that will be held on February 15 which invites over 10,000 young elders and persons with disability to participate. In addition to this, all Big Bazaar stores will be offering a range of gifting offers grooming products and the latest fashion collection.

     

     

  • Unveils a special collection of the tricolor inspired scarves

    Fbb celebrates Republic Day with #WearYourPatriotism campaign

    By A Correspondent

     

    Fashion brand Fbb is celebrating diversity through its latest campaign curated to commemorate the country’s 70th Republic Day. It has designed an exclusive collection of scarves that are inspired from the Indian national flag.  Using Tik Tok as a platform, Fbb has created a special rap that will connect instantly with the younger audience.

     

    Sharing his views on the campaign, Pawan Sarda, CMO, Future Retail said: “As a country, we are blessed to have a diversity like no other nation. 70 years now, India has come a long way and is still rooted to its culture. Wear your patriotism is a simple campaign that gives each one of us a way of showing our love towards our country. This campaign is also a small gesture of supporting the Indian army who guard us 24/7 because of which we live minute with a smile.”

     

     

  • ‘Extraa Wali Diwali’ tells consumers not to hesitate or hold back during their festive shopping

    VMLY&R India and Big Bazaar tell customers to shop without restrictions

    By A Correspondent

     

    Given the slowdown concerns, VMLY&R and Big Bazaar hacked into the moment marketing phenomenon by expressing moments of frugality through frugal storytelling. It manifested in the form of a series of Thumbstopper films to remind customers of where they can fulfil their festive shopping desires. ‘Extraa Wali Diwali’ tells consumers not to hesitate or hold back during their festive shopping, because of the offers they can find at Big Bazaar.

     

    Said Abbas Mirza, Associate Creative Director, VMLY&R: “These films are a product of mapping the customer journey in- store, including how consumers interact with their mobiles while shopping. In this world of connected consumer experiences where offline shopping can be influenced in real-time by online ads, we used Facebook’s new storytelling platform for Extraa Wali Diwali, which tells people they don’t have to hold back because of the great offers available. Through this campaign, customers realize they no longer need to juggle between indulging themselves and being mindful of their budgets during festive times, solving a conflict for the consumer as well as for our client.”

     

    Added Pawan Sarda, Group Head – Digital, Future Group: “Festival is one of the most important consumption periods for the retail sector. We want to let our customers know that Big Bazaar understands their needs and has the right offers to make their Diwali Extra special. We took the route of ‘thumbstoppers’, which is native to Facebook and through real-life instances built short stories that move to bring out the action.”

     

     

  • The launch campaign has been conceptualised and executed by Social Kinnect

    Fbb launches its fashion channel Fbb TV

    By A Correspondent

     

    Fashion brand Fbb has launched its digital fashion channel – Fbb TV. The concept of Fbb TV is to highlight trends and views on the lates in fashion. The launch campaign has been conceptualised and executed by Social Kinnect.

     

    Talking about the launch, Pawan Sarda: Group Head – Digital at Future Group said: “For Fbb, content will play a huge role for us to create a unique fashion voice which is relevant to Indian sensibilities. Fbb TV is an ambitious attempt to what we think can be a 24hours buzzing fashion channel on digital. We want India to not just buy fashion from us but to engage with us every day when they wake-up with wondering ‘What to wear today’.”

     

    Added Social Kinnect COO Chandni Shah: “Fbb is a brand that has always been at the cutting-edge of digital innovation. With ‘Every Friday is a Tryday’, we continue to help fbb push the envelope to create digital content that engages customers beyond their purchase, and generates loyalty that will create growth for years to come. Also, ‘edutainment’ is huge nowadays as consumers want content that helps solve a particular problem in their lives. This property makes fbb one of the pioneers of ‘edutaining’ content in the fashion retail space.”

     

     

  • Fbb and Naezy unveil #India Ka Style anthem

    By A Correspondent

    Fashion brand Fbb has created a style anthem along with rap singer Naved Shaikh, aka Naezy. Fbb’s #India Ka Style anthem pictures Naezy rapping in different fashion avatars thereby celebrating fashion that is versatile from one wardrobe to the other. Created by Social Kinnect, the anthem is a musical burst with lyrics that connects straight with the consumers.

    Speaking about the anthem, Pawan Sarda, Group Head – Digital, Future Group said: “Music is liberating and extremely expressive especially when it comes to rapping. Fashion and music go hand in hand which is why we are delighted to have the rap guru sing the anthem for fbb. Naezy’s music is catchy and connects instantly with the audience just like the fashion we offer.”

    Added Chandni Shah, COO, Social Kinnect: “This has been one of those campaigns on our bucket list, and we believe that no brand would be a better fit for this collaboration than the extremely youth-oriented and on-trend fbb. Naezy is a youth icon, more so now than ever, and we are so excited to have the opportunity to work with him and his one-of-a-kind rapping style. As with all our other campaigns for fbb, we hope this one will help the brand scale even greater heights in the fashion retail space. Here’s to a long and fruitful collaboration!”

  • Sabse Saste 5 Din this year will be held between 23 -27 Jan across Big Bazaar stores

    Big Bazaar releases its annual Republic Day campaign

    By A Correspondent

     

    As part of its annual Republic Day initiative, Big Bazaar has collaborated with rapper Emiway Bantai, one of the rapper of the upcoming movie Gully Boy.

     

    Sabse Saste 5 Din this year will be held between 23 -27 Jan across Big Bazaar stores. Said Pawan Sarda, Head of Digital, Future Group: “We always make sure that the brand is moving along with the customer and our constant endeavour is to do things to be relevant to young India. Digital is all about topicality and how best a brand can integrate the same in its storeytelling. Thus with the buzzing rap culture catching the fancy of the entire nation, we chose to do a rap to announce the launch of Sabse Saste 5 Din with Emiway.”

     

    Added Anil Nair, Managing Partner, Law & Kenneth Saatchi & Saatchi: “Big Bazaar is a brand that has constantly tried to be relevant and in touch with the spirit and changing needs of young India. Be it with our various Facebook 24-hour LIVEs or the Twitter Decide Your Price promotions or the Google Smart Search. Our collaboration with Emiway Bantai is part of immersing ourselves into their conversations and narrative.”

     

     

  • Future Group’s FBB brand has come up with a new campaign titled ‘#WearYourSmile

    FBB is next best wearable after your smile, says new ad

    By A Correspondent

     

    Sharing his views on the campaign, Pawan Sarda, Group Head – Digital, Future Group said: “The campaign digs into the deeper meaning of feeling good to look good. Rather than emphasizing on fashion, through #WearYourSmile we decided to take on a different route which would connect instantly with fbb’s target audience.”

     

    Added Anusha Shetty, Founder & CEO of FBB’s creative agency Autumn Worldwide: “Festivities call for looking your best and if this is accompanied by a smile, it makes it for a picture perfect moment. No matter what you wear, a happy face with a big smile has immense potential to melt hearts of many. While we wear the best of fashion lets spread joy with smiles in all sizes this festive season.”