MxMIndia

Tag: Unmisha Bhatt

  • Will be crafting integrated digital creative strategies for the brand

    Tonic wins social mandate for SBI General

    By Our Staff

     

    After a competitive multi-agency pitch, Tonic Worldwide, a digital-first creative agency, has bagged the mandate of social media management for SBI General.

     

    Unmisha Bhatt
    Unmisha Bhatt

    Speaking on winning the mandate, Unmisha Bhatt, Chief Strategy Officer, Tonic Worldwide, said: “It’s a pleasure to be associated with SBI General, the company has established a strong presence in the country. Our strategic and creative strengths will help us add value to the brands ambitions and business objective. We are looking forward to partnering the marketing team to help differentiate the brand in the cluttered category and build a modern and futuristic personality for the brand on digital and social so as to be relevant to the audiences today.”

     

    Shefali Khalsa
    Shefali Khalsa

    Added Shefali Khalsa, Head Brand and Corporate Communications at SBI Gen: “With Tonic Worldwide’s digital first and data driven strategic thinking abilities, we aim to build a futuristic presence for the brand on Social Media and be relevant to the evolving consumers, consisting of traditionalist and Modernists both. We look forward to doing some innovative work that resonates with SBI General’s ethos. With an experienced team, I am confident that together we will not only build on the vanity metrics of engagement, but build on a growth story for the brand.”

     

  • The account will be handled from the Tonic Worldwide's Mumbai office

    Tonic Worldwide awarded social media mandate for Warner Music India

    By A Correspondent

     

    Following a competitive multi-agency pitch, Tonic Worldwide has bagged the social media mandate for Warner Music India. This follows Warner Music Group’s expansion plans in the country. The account will be handled from the Tonic Worldwide’s Mumbai office.

     

    The agency will also help Warner Music India with digital strategy and execution to strengthen brand recall and build a strong community of digital followers.

     

    Speaking on the new win, Unmisha Bhatt, Chief Strategy Officer, Tonic Worldwide, said: “It is a pleasure to be associated with a global music brand like Warner Music. India is a country of music lovers and streaming services witnessing unprecedented growth. Our strategic and creative strengths, together with the team’s passion helped us win the mandate for this iconic brand. It is an exciting opportunity, and we are looking forward to creating a strong and engaging consumer base for them on digital platforms.”

     

     

  • To collaborate with Stoppress, an integrated brand and communications agency in Chennai

    Stop Press! Tonic expands footprints in S India

    By A Correspondent

     

    Tonic Worldwide, the digital-first creative agency, has joined forces with Chennai-based digital marketing agency – Stoppress Communications, as part of its expansion plans across the country. Through this collaboration, both agencies will be creating a stronger expanded offering by combining their technological and creative expertise.

     

    This collaboration will allow Tonic to extend their specialized services like their video content division ‘TWIP’, research & insights division ‘Gipsi’, and creative tech led services to brands from the southern region of India, and help them strengthen their offering of language based content to their current national clients. Tonic Worldwide & Stoppress will continue to operate as distinct brands and organizational structures while working together.

     

    Speaking on the collaboration, Unmisha Bhatt, Chief Strategy Officer & Director – India & MENA region, Tonic Worldwide, says, “Bharat is seeing the maximum surge in growth in digital users and as digital partners to brands, we are looking at bringing deeper cultural insights and understanding of each region for our brands. With Stoppress’s understanding of the Southern market and consumers, we are excited to bring the expertise for our clients and help them boost their business across regions. After Bengaluru, we have been eager to cover the rest of South with the diversity that the region holds.”

     

    “The idea of being a part of creating award-winning digital initiatives and scaling up and growing our business spurred us to explore this collaboration. We look forward to work on large national campaigns and enhance our portfolio of offerings”, says Krithika Balasubramanian, Founder & CEO, Stoppress Communications.

     

     

  • Tonic Worldwide’s HI+AI insights division ‘Gipsi’ shares insights and implications for marketers which will help decode the Covid lockdown

    Gipsi study decodes consumer preferences during Covid-19

    By A Correspondent

     

    Gipsi, the HI+AI insights division of Tonic Worldwide, has published insights and implications which attempts to decode consumer behaviour amidst the Covid-19 lockdown. The data sources are multiple – from Gipsi’s panel across metros, digital conversations, interests and searches have been analysed with unique perspectives giving actionable insights.

     

    According to the report:

    1. India has leapfrogged into online life during the Covid-19 lockdown, right from online grocery shopping (32 per cent increase in interest compared to pre-lockdown), working online (313 per cent increase in interest), WhatsApping (40 per cent increase), banking (4 per cent increase in interest, paying bills to even praying online (73 per cent increase in searches)!

    2. Consumers are not living in the present. Past and future escapes are how the consumers are dealing with the lockdown. There is 60 times higher viewership for DD during lockdown due to #oldshows which are indulging the consumers in nostalgia. And looking for motivational content for hopeful future

    3. HQ (Hygiene quotient) is top of mind with 108,579 conversations around it and 643 per cent increase in ‘how to wash hands’ searches. Post covid all brands will have to pass HQ test

    4. India is introduced to WFH and it is here to stay. WFH memes searches increased to 27 per cent.

    5. There is cooking debut happening in each household. A new TG with respect to cooking is ready to be addressed post ‘covid lockdown’.

    6. How will you differentiate video content post covid- with its ‘greeting gesture!’ Indians are taking pride in ‘Namaste’ going global

    7. Learning is big on the agenda. 22per cent increase in searches for free online courses, 108 per cent increase in online training platforms. New skills and knowledge upgradation is here to stay as WFH becomes part of the work culture

     

    Commenting on the report, Unmisha Bhatt, Chief Strategy Officer and Director – India & MENA region, Tonic Worldwide, said: “In such sensitive times every move of a marketer will go through scrutiny from consumers. Data science should be looked at as a big boon in times like these. Just tracking weekly numbers will be a mere waste of the data. Brands will have to go beyond using data just for performance metrics and seeing digital as just an extension medium. They will have to consciously invest in ‘actionable insights’ not just ‘data’.”

     

    Added Anjali Malthankar, National Strategy Director at Tonic: “Brands in the time of Covid need to prepare for the ‘Post Covid lockdown World’ and not just worry about how to engage topically. Lockdown has forced Indian consumers to leapfrog and embrace digital, brands need to be ready for this. Digital is a very measured medium, any marketer’s dream come true. The most important step to taking your brand digital is to first, take your consumer understanding digital!”

     

     

  • According to the report, women are taking the lead in gifting their partners

    Tonic Worldwide arm reveals actionable consumer insights for V-Day

    By A Correspondent

     

    Gipsi, the AI + HI division of Tonic Worldwide, has released a report highlighting actionable insights from the digital data universe basis a comparative trend over the last three years for Valentine’s Day.

     

    Key highlights from the report:

    According to the report, women are taking the lead in gifting their partners. Compared to 2018 where searches for ‘gifting for him’ were 50 per cent vs searches for ‘Gifting for her’, 2019 saw the search volumes grow to 55 per cent exceeding searches for ‘Gifting for her’ which dropped to 45 per cent. The growth continues this year. While brands have been targeting women for gifting men, we will see an increase in spends for targeting women.

    Searches for ‘Valentine’s Day ideas’ has declined by 21 per cent from 2017 to 2019. However, there was an increase of 26 per cent in Valentine’s day events from 2017 to 2019, whereas, Valentine travel and destination was buzzing with a 33 per cent rise in 2019 searches for travel offers and deals around the special day.

    There was also a 67 per cent rise in searches for eco-friendly gifting options from 2017 to 2019, which is expected to grow by 30 per cent this year. In social conversations love for each other is expressed through love for green.

    An increase in gay valentine searches by 29 per cent from 2017-2019 shows that there is high awareness around the LGBTQ community, and it is likely to be higher this year. There is a significant chatter around the LGBTQ proud and out expressing their wishes for the V-Day

    Commenting on the report, Unmisha Bhatt, Chief Strategy Officer and Director – India & MENA region, Tonic Worldwide, said: “Brands are constantly struggling today on making actionable implications from data.. With our Valentine day snapshot, we attempt showcasing how simple data points can change perspectives and focus areas for brand, business and communication.”

    Added Anjali Malthankar, National Strategy Director, Tonic Worldwide: “Gipsi is agile and adapts to multiple data points. It identifies the under currents and also validates them through various data points. The biggest insight for 2020 Valentine for me is that Valentine is being used for larger purposes – Green, LGBTQ, spreading love to fight Social media’s toxic sentiment. This in my mind is a rise of Valentine’s day in our country where it was seen as a western concept and had become a target for political agendas.”

     

     

  • The Gipsi team has designed a unique Hybrid approach to mine actionable insights from multiple data points

    Tonic Worldwide launches research arm, Gipsi

    By A Correspondent

     

    Digital agency Tonic Worldwide has launched its research division called Gipsi.

     

    This research division is being headed and driven by Unmisha Bhatt, Chief Strategy Officer, Tonic Worldwide and Anjali Malthankar, National Strategy Director, Tonic Worldwide.

     

    Unmisha Bhatt

    Commenting on this new initiative, Bhatt said: “This initiative comes as a breakthrough for us and further reinforces our human philosophy and consumer-first approach. The way consumer behavior is evolving, an amalgamation of both the traditional and online way of gathering data was much needed, to arrive at actionable insights. We feel the time is right for Gipsi’s official launch after having gained confidence from our existing clients and tremendous response from the new clients.”

     

    Anjali Malthankar

    Added Malthankar: “Gipsi answers clients’ need to understand the consumer who is online and offline across many categories. While the Hybrid approach by Gipsi was designed to move away from fragmented views to holistic views, we were pleasantly surprised with the outcomes of some of the categories such as intimate wear and QSR, which went beyond the brief and delighted clients by throwing up unexpected questions and answering them. We realised the secret ingredient in Gipsi is the power to swiftly connect numerous dots.”

     

     

  • Aims to celebrate a stress free Diwali for the furry friends

    Tonic Worldwide partners Animal Matters to Me to help dogs distressed in Diwali

    By A Correspondent

     

    Keeping in mind the stress and restlessness dogs go through every year during Diwali due to noise pollution, Animals Matters To Me, an animal NGO committed to the welfare of all types of animals has collaborated with Tonic Worldwide to enable a solution for the same. They have launched a campaign #TurnOnTheWoofer which introduces specially composed therapeutic music for dogs.

     

    The campaign is supported by Sony Mix and aims at providing dogs a musical relief this festive season. Renowned Musician, Siddharth Basrur, has composed the music after weeks of research and trial with special low level beats and rhythm that has a soothing effect on Dogs.

     

    “Diwali is the most difficult time of the year for dogs and especially strays. I have seen them getting anxiety attacks and palpitations. They turn very restless and have no other option than to just bear the mental torture. It often takes weeks for them to come out of this trauma. So when this idea came up, I was elated to bring about some solution to help them. We played this music with over 150 dogs in our facility and it seemed to have a calming effect on most of them. Even some of the most hyperactive dogs became calm after listening to the music. We’ve started playing the music every day in our rehab center and it has showed us great results,” said Ganesh Nayak, founder of ‘Animals Matter To Me’.

     

    “With the insight that music has healing powers, we came about with this solution of specially composed music for our furry friends,” added Unmisha Bhatt, Chief Strategy Officer at Tonic Worldwide. “This campaign is a great example of how good intent, music, insights and technology can come together to create magic. The power of digital will be used to make this music accessible to anyone and everyone who cares about dogs and this cause,” Bhatt added.

     

    Said Ashwin Dutt, Creative Director at Tonic Worldwide: “The idea was to create something that not just helps dogs during Diwali but also during other occasions. I’m an animal-lover and I’ve seen dogs suffering during separation anxiety or situations such as bad weather. The music can also be used to calm down hyperactive dogs and whimpering puppies. We have also made the music freely available for everyone to download from www.turnonthewoofer.com.”