Tag: India

Mumbai, India – Integrated marketing agency Chimp&z Inc has announced that it has acquired the digital marketing mandate for two consumer brands – MuscleXP, a premium-quality sports supplement brand, and Man Arden, a male grooming & skincare brand – both from the house of Emmbros Overseas Lifestyle. 

As part of the mandate, Chimp&z Inc will be responsible for amplifying the brands’ social media communication across Facebook & Instagram. Chimp&z Inc will craft social media strategies and campaigns for both the brands to highlight their innovation and offerings.

For more than a decade, MuscleXP has been providing premium-quality sports supplement products, while Man Arden has been curating products aimed at meeting the daily grooming necessities of the modern-day evolved man, introducing products in various grooming segments like face care, hair care, and beard care, among others. 

With the objective to boost digital footfall, engagement, and brand recall, the agency will position Man Arden as a one-stop solution for the modern-day evolved men’s daily grooming essentials while MuscleXP as the most scientifically advanced, safest nutritional sports supplement. The agency said that both brands share a common goal of delivering high-quality products at affordable prices. 

Sahil Mehta, director of Emmbros Overseas Lifestyle, said, “I have always believed that associating yourself with people of good quality always brings the best to you. I am immensely excited to associate with Chimp&z Inc as I know that they are the best ones to take our business a notch higher digitally.” 

Angad Singh Manchanda, CEO & co-founder of Chimp&z Inc, commented, “We’re excited to work with Sahil and his vision for both the brands. The game plan is to create recognizable social and digital strategies which back the brands’ key messages. Over the next few months, the team will be releasing a series of digital and social content plans to reach the brand’s targets which will starlight the brands and their USP to their desired target groups.”

Last December, the Mumbai-based agency announced its global expansion to New York and Toronto.

Mumbai, India — Organic Tattva has awarded its full-funnel digital and performance mandate duties to FoxyMoron, the performance agency and full-service creative under media company Zoo Media Network following a multi-agency pitch. 

The agency’s duties include handling the brands’ strategic content and design across all social media platforms and performance marketing. The responsibility is given to FoxyMoron’s Gurgaon office.

India-based Organic Tattva offers a portfolio that includes certified organic food options, non-use of chemicals and pesticides, while also ensuring sustainable farming practices. 

Prachi Bali, national head partnerships and business head of FoxyMoron for North, shared her thoughts on the new responsibility for the agency.

“The organic food and beverages category, while increasing in demand, has been riddled with unclear messaging and perception challenges. With Organic Tattva, we aim to create communication that will truly build brand trust and also a community of people who enjoy consuming organic food,’’ Bali said.

Meanwhile, Kriti Mehrotra, marketing director at Organic Tattva, commented on the partnership, saying that the company is excited to collaborate with FoxyMoron for its digital marketing and media mandate. 

“Organic Tattva and FoxyMoron will work on delivering influential campaigns and raising awareness about the organic farm to fork process and our company’s commitment to integrity, authenticity, and quality,” Mehrotra said.

This January, FoxyMoron also won the full-funnel performance digital duties of Henkel Beauty Care’s Beauty Brand Schwarzkopf Professional.

New Delhi, India – Social media influencer marketing company in India, Mad Influence, has offered its newly opened platform Mad Studio to twin sister duo Surabhi and Samriddhi, who are popularly known as Chinki and Minki, for their new entertainment show ‘Twinterview’.

The newly opened studio provides a dance studio, VFX studio, photoshoots, and a variety of other first-rate facilities needed to generate content that will capture the attention of influencers from the represented brand’s intended audience.

‘Twinterview’ presents a diverse range of renowned TV and OTT celebrities providing amusing responses to some hot questions. Each episode is organized into three sections, namely promotion, confession, and confusion. The first portion will be soothing which would relax the superstars, while the second portion focuses on diving into the deep and personal lives of the famous visitors, and lastly, the third game includes the hosts asking visitors perplexing questions about themselves.

The sisters commented, “It is time to say goodbye to the quintessential celebrity interviews. This is not a regular interview – this is a ‘Twinterview’.” 

Gautam Madhavan, Mad Influence’s founder and CEO, said, “Mad Influence is all about new opportunities and providing a platform for every form, and with this, we have not only extended our family but also shown everyone what Mad believes in. We wish the twins very good luck for their future episodes.”

The show’s first episode featuring Indian comedian Bhuvan Bam has already aired on the duo’s YouTube channel last 12 January at 2:00 pm IST.

India – Tasva, Indian men’s ethnic wear brand by conglomerate firm Aditya Birla Group and Indian designer Tarun Tahiliani, has launched a new campaign, aimed at encouraging men to express themselves in their true spirit, especially during their special day – their wedding. 

The campaign, which was created in collaboration with creative agency Taproot Dentsu, challenges the social code of conduct prescribed for the groom at weddings, showcasing the typical ways a groom must behave in a function such as posing for photos, standing upright and looking like a royal mannequin, being traditional in greeting his elders, and dressing a certain way that may not suit his personality.

Titled ‘Sada Mast Raho’, the film features a groom dressed up in a Tasva outfit, watching his bride perplexed and guests getting bored. Thereafter, he takes the wedding by storm by dancing and singing, discarding serious codes and rituals that surround an Indian wedding.

Tahiliani said, “The spirit of our brand, ‘the best of self’, cannot be expressed in jaded, forced portraits but must be expressed in the current possibilities – of movement, freedom, and self-expression. The film captures this in the digital age.”

Meanwhile, Titus Upputuru, Taproot Dentsu’s creative head for Gurgaon, shared that they wanted to change the conversation because the young men who have marriage on their minds aren’t suddenly turning into these very serious men. 

“It is their big day and they still want to have a good time. That’s why we wrote ‘Sada Mast Raho’. It was wonderful to partner Tarun Tahiliani. I love his sensibilities and the finesse that he has brought into the garment is pure genius,” said Upputuru.

Abhinav Kaushik, Taproot Dentsu’s head for Gurgaon, said, “With Tasva, we aim to widen their range of choices and encourage that natural self-expression and exuberance even in Indian wear. This campaign is an absolutely refreshing way to break the seriousness that comes with ethnic wear.”

India — Paytm, leading technology and financial services company, has rolled out a new campaign that centers around financial autonomy and Paytm’s convenient mobile payment platform. The digital film was done in association with Dentsu Impact and the creative agency from dentsu India.

The campaign is set amid New Year celebrations and features a common phenomenon that is often trivialized, thereby inviting the audience to challenge their perception of women and their financial dependency.

The film centers around a lady who is bought free drinks by another man in a bar, whom she approaches and pays back candidly with Paytm’s mobile payment platform. True to its message, the film closes with both parties feeling satisfied with the encounter, creating a campaign that both men and women can learn from.

Anupama Ramaswamy, national creative director & managing partner for Dentsu Impact, commented on the campaign, saying that giving it back, by paying it back makes the intent of this campaign palpable for both women and men. 

“The New Year campaign demonstrates how it pays to challenge the conventions of how we think of finance and gender. And any challenge to the traditional way of accepting things makes the brand and the message it conveys modern and aspirational, striking a chord especially with a younger generation,” shared Ramaswamy.

Last March, the e-commerce payment and fintech company also released a campaign for Women’s Day in association with Denstu Impact, titled ‘The Divide’, that highlights empowerment in financial literacy with women.

Mumbai, India – Henkel Beauty Care’s beauty brand Schwarzkopf Professional has awarded its full-funnel digital performance media duties to FoxyMoron, the full-service creative and performance agency under media company Zoo Media Network.

The mandate, which will be handled by FoxyMoron’s Mumbai office, includes handling the beauty brand’s strategic content and design across all social media platforms and performance media. 

Schwarzkopf Professional holds multiple innovative products in the hair category across coloration, care, texture, and styling. It deems to be one of the world’s leading market players in professional hair, establishing hair fashion trends.

Prachi Bali, FoxyMoron’s national head partnerships and business head of north, noted that the beauty category is one of FoxyMoron’s strongest forte.

“We look forward to working with the Schwarzkopf Professional group and using our expertise to help them achieve their business objectives,” said Bali.

Meanwhile, Shama Dalal, the head of marketing at Henkel Beauty Care India, shared that they have found an agency in FoxyMoron that is immensely passionate about the ever-evolving beauty category. 

“Being a content creation powerhouse and having a strong understanding of the high impact and emergent digital marketing trends, we are excited to take our brand to newer heights with this collaboration,” said Dalal.

Mumbai, India – IDFC Mutual Fund, finance company based in India, has launched a new investor awareness campaign themed #InvestmentMeinNoEmotion that delivers the message of disciplined investing in the face of market volatility. The campaign highlights the Balanced Advantage Fund category as a potential solution to control the behavioral dilemma. This was done in collaboration with creative agency TBWA \ India.

A Balanced Advantage Fund is a hybrid fund that invests in both debt and equity markets, adopting a dynamic asset allocation strategy that can actively rebalance the portfolio depending on the market.

The campaign composes of two short videos, titled ‘Chef’ and ‘Shiromani’, that highlights a chef and a musician, who unintentionally reveal embarrassing information about the inspiration behind their ‘talent’ while being swayed by their emotions, offering the viewer a chuckle while triggering an introspection. The campaign conveys the message of getting carried away by emotion when dealing with key professional situations. The short films are a metaphor for investing hard-earned money with too much emotion like anger, joy, agitation, and greed.

Speaking about the campaign, famous Bollywood director Sagard Ballary, who directed the films, stated that the creative team chose humor as an expression to convey the idea which always works when you have to get a point across, especially one as complicated as investing.

‘’Nobody likes to be preached to. Subtle thoughts implanted while you are laughing always works – so my challenge was to create memorable characters that everybody could relate to and situations and expressions that the viewer would identify with,’’ shared Ballary.

Meanwhile, Vishal Kapoor, CEO of IDFC Asset Management Company Limited, commented, “It is only human to be emotional, whether it is anger, joy, fear or greed. However, avoiding these can help with better investment outcomes. For many investors, the fear of missing out or the greed of supernormal returns can override sensible investment decision-making. A Balanced Advantage Fund, through its dynamic allocation to equities and debt based on market conditions, can provide stability and better risk-adjusted returns over the long term.’’

The campaign was produced by Bolt, a division of Omnicom group, to which TBWA belongs.

The #InvestmentMeinNoEmotionshort films will be rolling out across different media platforms namely television, digital and social media, as well as a series of innovative creatives through outdoor media including hoardings across 15 cities that will create additional visibility.

Bangalore, India – HiveMinds Innovative Market Solutions, the full-service digital marketing and consultancy firm by Madison World, has appointed Saurabh Tyagi, former vice president of Madison World’s media agency Madison Media, to be its new chief client officer.

Tyagi is a seasoned media professional who has over 18 years of experience across India and SEA. He has worked with brands such as Unilever, Nestle, and Titan, as well as Vodafone, among others. Tyagi also played diverse roles in Publicis and Group M, which includes media planning across offline and online, content strategy, and client servicing.

In his new role, Tyagi will be leading HiveMinds’ enterprise clients, helping to power the company’s growth in the coming years.

Commenting on his appointment, Tyagi said “I have always admired HiveMinds for their work across startups and MNCs alike. I am happy to be joining this high-energy team and look forward to delivering value to our clients.”

Meanwhile, Jyothirmayee JT, HiveMinds’ founder and CEO, believes that with Tyagi’s experience, they can now further partner with clients in thinking beyond digital marketing and work towards comprehensive marketing and growth strategy. 

“Saurabh has joined us at a time when digital transformation is at its peak in India and we’re expanding all-around – in teams, in new geographies, and in clients across industries,” said JT.

Sam Balsara, Madison World’s chairman, said, “With Saurabh’s movement, we can confidently assure our clients of delivering a holistic digital media strategy.”

Just recently, HiveMinds has announced its expansion in Delhi-NCR with a new office in Gurugram, which will be spearheaded by Mohit Grower, the head of the new north branch.

India – Mad Influence, social media influencer marketing company in India, is marking its fourth anniversary this 2022 with an office expansion to Dubai. Aside from the new office, Mad also revealed that it plans to go crypto by launching an NFT marketplace for content creators and celebrities, called Mad Fan.

The company started only as a team of two and has now grown to be a firm that offers creative and operational solutions in the field of digital marketing, social media management, content marketing, and other consulting services to businesses from all around India and to the world.

The company currently has Mad Influence, its influencer network; Mad Productions, its in-house production support; Mad Media, its media marketing team; Mad Content, its division for content strategy and communication; as well as Mad Link, its in-house campaign tracking tech; and Mad Studio, the company’s dedicated space for content creators and celebrities to shoot content and network.

Still coinciding with its anniversary celebration, the company spilled that it is also planning to launch subsidiary businesses like Mad Talent to expand the talent division globally, a live streaming and e-commerce division called Mad Streaming, and Mad Vox, which is a completely new vertical as an artist service for the company’s exclusive talents where music videos for the artists will be launched.

Gautam Madhavan, founder and CEO of Mad Influence, said the aim was to build a mad house or a home for the content creators and become the world’s largest influencer marketing network.

“If anyone says influencer marketing is on a boom, I’d say this was just the trailer-picture,” said Madhavan.

Madhavan adds, “It will soon be a $50 billion global industry. This year, our focus will be on working hard for our clients and influencers with ten times the dedication and persistence.”

Aman Narula, the head of influencer marketing operations, commented, “I remember starting out as an intern at this company when the whole team consisted of 3 members. The jump from 3 to 50+ happened because of the collective mindset aimed at growing and achieving our vision together. When you have a team like that, there’s only one way you can go, and that’s upwards! In 2022, we intend to scale up all our ventures and expand globally.”

Very recently, Mad Influence was behind the influencer campaign by Boro Plus, the antiseptic cream brand under skincare company Emami, which leveraged Instagram Reels that aimed to promote self-love. The campaign was kickstarted by well-known dancer and choreographer Shakti Mohan

Mumbai, India – Digital marketing agency Yellophant Digital has recently won the digital mandate for online organic food supermarket Beleaf Organics. Through the mandate, the agency will manage the brand’s overall digital marketing strategy, ranging from executing social media campaigns as well as media spends, SEO, ORM to website hygiene.

Beleaf Organics is an online marketplace that delivers organic edibles to one’s doorstep, and offers a wide range of organic food products from renowned Indian brands that are exclusively curated with good quality of produce.

According to Preksha Seth, co-founder at Yellophant Digital, they are looking forward to increasing the brand’s social media presence by creating robust campaigns and elevating their business to the next level. Seth also added that their team is eager to get the work started with Beleaf Organics.

“As more and more Indians are making a conscious shift towards a healthy lifestyle and putting the onus on their diet, it is brands like Beleaf Organics that are meeting the demands of the customer. That’s why I am super excited to have Beleaf Organics on board. Being an online marketplace for organic edibles, I’m impressed with their inventory and the kind of brands they have on offer,” Seth stated.

Meanwhile, Yash Lalwani, founder at Beleaf Organics, commented, “Seth Godin once said, ‘Marketing is no longer about the stuff you make, but about a story, you tell.’ To be working with Yellophant Digital has been an absolute pleasure. They add so much value with their expertise in directing a start-up in the right direction and also by creatively helping your business grow. I am looking forward to touching new heights with this group of storytellers for sure.” 

Yellophant Digital has recently won various account mandates last year, including CarBoli, Mezaya, and ExpertMFD.