Platforms Featured South Asia

MTV Beats pulls artist’s hand with a poetic video for coming-out day

India – To celebrate this year’s ‘National Coming Out Day’, which is commemorated every 11th October for the awareness of the LGBTQIA+ community, MTV Beats, India’s music-only channel, has partnered with digital agency RepIndia to release a video that seeks to bolster the movement towards acceptance, inclusivity, and uniqueness.

The ongoing conversation and support have achieved the acceptance for the LGBTQIA+ community by leaps and bounds, but just like any fight against discrimination in society, there is always so much more one can do in order to truly give the minority the respect and belonging they deserve.

The video boasts a highly artistic hand with engaging graphics that are representative of the rainbow symbol of the community. Within the video is a poem that uses metaphors to convey that we are all different in our own ways, but that it isn’t something that should cause a divide among us.

“Some like lines, others like curves,” one of the lines said.

The agency shared that the video is built on the insight that love is natural and comes from within.

“Yet, we judge those who choose to live differently than us. Simply because we aren’t able to comprehend it. ‘Coming Out’ takes a lot of courage and we must never dissuade a person for whom they choose to love,” RepIndia said in a press statement. 

MTV Beats as a brand has been a strong ally of the community. Last year, it released ‘Love Duet’, India’s first ‘Love’ album by the LGBTQIA+ community, which aimed to normalize the conversations on love which go beyond the stereotypes of gender.

The video has been released across the brand’s social media including Facebook, Instagram, and Twitter.

Marketing Featured South Asia

IDFC First Bank gets creative with World Mental Health Day campaign—using financial lingo

Mumbai, India – For the commemoration of the World Mental Health Day last 10 October, Indian bank IDFC First Bank, which is part of the larger financial group Infrastructure Development Finance Company, has launched its latest social media campaign dedicated to promoting mental health – none other than by the use of financial terms.

Conceptualized by digital agency RepIndia, the campaign utilizes said language to present a new meaning from a mental health perspective. For instance, the term ‘investment’ is defined in the campaign as “therapy to ensure that you’re not subject to any mental health risk,” and ‘loan’ being defined as “lending an ear with interest”.

“By thus connecting commonly used financial terms with mental health issues and solutions, IDFC FIRST Bank hopes to be able to remove the stigma and taboo surrounding mental health conversations and drive significant conversations,” the bank said in a press statement.

In a statement given to MARKETECH APAC, RepIndia stated that the campaign aimed to talk about mental health from a way of investing in oneself with the goal of normalizing the conversation just like financial security is already commonly practiced in our society.

“The goal was to redefine the way we look at mental health from the perspective of financial terms that are more commonly present in our vocabulary,” the agency stated.

Said sentiment of normalizing talks on mental health stems from the fact that the aspect of mental health advocacy remains stigmatized and in a ‘crisis. 

“While financial reports have suggested that 70% of Indians now place greater emphasis on securing the future by increasing investments and savings, the mental health pandemic the nation is battling with continues to remain a crisis,” the agency stated.

The World Mental Health Day was first started as an initiative back in 1992 by the World Federation for Mental Health, a global mental health organization, which aimed at promoting mental health advocacy, as well as educating the public. For this year, the observance of said date revolved around the theme ‘Mental health care for all: let’s make it a reality’.

Marketing Featured South Asia

Sephora India appoints RepIndia anew for social media duties

India – Global beauty and personal care brand Sephora in India has renewed its partnership with digital agency RepIndia to handle its social media business.

The agency has won the rights to retain the brand on its books to continue building the French premium brand’s pan-India presence on digital channels. The partnership between the two began in 2015.

Internationally, the brand operates over 2700 stores in 35 countries. According to the agency, Sephora India is driven by the purpose to create ‘a welcoming beauty shopping experience’.

The brand is not new to crafting innovative user experiences which include the use of AR and 3D images that let customers try out products virtually on their website. RepIndia’s task is to bring to life similar disruptive and engaging experiences on digital to serve the needs of increasingly beauty-conscious Indian audiences.

Ayesha Chenoy, the agency’s founder, commented, “My favorite beauty brand, and a client who has become a friend now for over 6 years! Sephora, you’re going places and we’re right there with you.”

Meanwhile, a marketing spokesperson of Sephora India said, “The one-stop-shop for all things digital marketing! RepIndia precisely understands the brand ethos of Sephora India and executes it immaculately via our social media.”

Aside from the current remit, RepIndia has also recently announced its two newly acquired accounts from Singapore-based brands, escrow platform Tazapay, and kitchen appliance brand Rotimatic. The agency said the new partnerships mark its expansion outside India.

Marketing Featured APAC

India-based RepIndia marks int’l expansion with two new mandates from SG brands

India – RepIndia, the digital agency based out of India, is slowly moving beyond its home country with two new client acquisitions from Singapore-based brands Tazapay, and Rotimatic. Tazapay is a leading international escrow platform for cross-border trade, while Rotimatic is an automated kitchen appliance brand.

RepIndia said that the new accounts are aligned with its vision to establish a name in international regions like Southeast Asia, the US, and the Middle East.

The newly acquired mandates pertain to SEO for Tazapay, while the agency will be responsible for the online reputation management (ORM) and SEO of Rotimatic. The development into international markets, the agency said, is a natural progression of its business having already established a strong foothold in India and having worked with over 400 leading brands and clients so far in the country.

For RepIndia, the two Singapore-based brands represent a growing market in the country that is looking to elevate their digital presence and build a stronger customer connect.

Archit Chenoy, RepIndia’s CEO, said that its foray into the global markets has only just begun, with its exposure to market leaders and disruptors like Rotimatic and Tazapay a true accolade.

“We look forward to our partnership and our continued expansion in Singapore,” said Chenoy.

Meanwhile, Rahul Shinghal, Tazapay’s CEO, commented, “We are impressed by the expertise that RepIndia has built over the years in the domain of SEO. With the kind of clients and businesses they have worked and achieved successes for in the past, I am confident that they are the right fit to augment Tazapay’s digital presence and increase the brand’s visibility in order to help us meet our business objectives.”

Pranoti Nagarkar, the CEO and co-founder of Rotimatic, also commented, “Rotimatic has made a huge difference to the lives of thousands of customers across the globe, having overcome the challenges in supply chain, we want to take it to the next level and prepare to launch in India. This is where we would like to partner with the super-efficient and highly energetic RepIndia team that excels in ORM and SEO for our global markets and India.”

Marketing Featured South Asia

India’s shopping mall Pacific Tagore Garden awards digital, print mandate to RepIndia

India – Pacific Tagore Garden, the mall under the Pacific brand in New Delhi, India, has awarded its digital advertising and print mandate to digital marketing agency RepIndia

Pacific Tagore Garden deems to be one of the most luxurious shopping, dining, and entertainment hubs in the country. It offers its patrons more than 250 luxury brands in the mall with the latest fashion apparel.

Through the new partnership, Pacific Tagore Garden will be counting on RepIndia’s creative expertise to multiply its brand-building efforts, adding a dimension of flair to the brand’s social media, as well as offline media strategies, with its nuanced understanding and experience of the shopping and digital landscape. 

RepIndia said that the partnership is another opportunity for the agency to bolster its repertoire of retail and entertainment brands – a segment in which the agency has built a solid reputation over the years.

Abhishek Bansal, Pacific Malls’ executive director, commented that they are delighted to join forces with the dynamic and experienced team at RepIndia for the digital mandate. 

“Their innate understanding of retail and consumer behavior is impressive, and we cannot wait to see what they have in store for the Pacific brand. Digital, especially, is vital to our efforts towards enhancing customer relationships and driving the brand story forward.”

Meanwhile, RepIndia’s Vice President for Client Strategy, Ashish Manchanda, said that they are thrilled to have found a complete vision match with Pacific Tagore Garden, and are excited to begin the journey as their 360-degree brand-building partners. 

“Now, it’s up to us to ensure that the brand leverages this paradigm shift with clutter-breaking creative and strategic forces – something that we are very confident about,” said Manchanda.

Marketing Featured South Asia

RepIndia bolsters creative team with new creative director

India – Digital marketing agency RepIndia has appointed Purnima Bali, former associate creative director at digital firm Interactive Avenues, to be its new creative director, strengthening the agency’s creative core.

In her previous work at Interactive Avenues, Bali led the creative team and marshaled the creative business for brands such as Honda Cars India, Sony India, and Hero Cycles, as well as DishTV, and Oppo Mobiles, among others. She has also worked as the creative group head at various digital agencies including Isobar and Digitas.

As part of her new role, Bali will be leading the creative endeavor at RepIndia, and further grow the creative business across Delhi, Mumbai, and Bengaluru.

Commenting on joining RepIndia, Bali said that she is excited to be a part of the team and is looking forward to breaking new creative barriers and creating new digital milestones.

She further shared that RepIndia’s body of work, clients, and their feet firmly on the ground are the attributes that have stood out in the awards circuit, and even amid brands that are eagerly and earnestly looking for effective creative solutions where brand-agency camaraderie is the only way work gets done.

“And it is this quality of RepIndia that breeds a convivial environment for creative autonomy that made my decision to join hands with Ayesha and Archit’s labor of love, so effortless,” noted Bali.

Meanwhile, Ayesha Chenoy, the founder of RepIndia, commented, “We have wanted to bring Purnima on board for years, her mad digital-first ideas and incredible drive are just what we wanted to add to RepIndia’s arsenal as we go on to have one of the best leadership teams across the country.”