Tag: South Asia

India – Smartphone brand vivo in India has released its campaign for Deepavali or Festival of Lights which takes the theme of the ‘Joy of Homecoming’.

Created in collaboration with Dentsu Impact, the creative agency from the India division of dentsu international, the film aims to address the need of treasuring special moments through encapsulating the role of smartphone photography in rekindling the ‘joy’ of connections and elevating the festive cheer. 

Starring the Bollywood actor Kanwaljit Singh, the ad film starts by showing the ‘loneliness’ of an old man whose entire family has moved out, allowing travelers to rent his house for short stays. It then transitions to showing a young man who has decided to get away from the polluted city life, arriving at the old man’s house to celebrate Deepavali. An emotional roller-coaster, the film ended on a happy note, uniting the old man and his family.

Nipun Marya, the director of brand strategy at vivo India, shared that the campaign aims to bridge the emotional and physical distances between families and spread happiness through smartphone photography. 

“At vivo, we understand that technology is an enabler for the joy in our lives, and through this campaign, we want to celebrate homecoming and rekindle the joy of connection,” said Marya

For Anupama Ramaswamy, Dentsu Impact’s managing partner and national creative director, Deepavali is a very apt occasion to send out the message of strong bond, as it is about celebrating the coming home of children after a long period of time. 

“What really tugs at heartstrings is the song that accompanies each moment. It has been carefully composed to highlight every emotion – ‘happiness’, ‘sadness’, ‘laughter’, and tears. The lyrics have also been written from the heart, each word flowing seamlessly into the next to tell us that memories have the ability to bridge any distance and pull anyone back home. And vivo, with its high-quality camera, is the perfect tool to stir these memories via the power of pictures,” said Ramaswamy.

The campaign has rolled out across mainline and digital platforms.

Mumbai, India – Zimmi.com (Zimmi), the global search engine hub that helps businesses expand their reach, has appointed strategy consultancy Pitchfork Partners, to be its marketing and communications partner for its India office.

Zimmi is a US-based company that brings buyers and sellers together to the exclusive B2B marketplace built to deliver verified global search results through proprietary AI verification. Its search platform currently hosts more than 20 million verified suppliers from 200 countries with more than 64 million unique searchable keywords, which will help Indian exporters reach the global market.

The latest partnership will see Pitchfork Partners building and driving the brand presence of Zimmi, enabling it to expand operations in the country.

James Thomsen, Zimmi.com’s CEO and co-founder, believes that all B2B buyers deserve to procure the best products, services, and vendor partnerships on a global scale, and the businesses listed on their search engine would be verified by Dun & Bradstreet, the global provider of B2B data, insights, and AI-driven platforms. 

“Pitchfork Partners shares our passion and beliefs. Its expertise will play a key role in the success of our communication agenda. We see a huge opportunity for sustained growth in India and Pitchfork has the credentials to assist us,” said Thomsen.

Meanwhile, Daniel Malina, the co-founder and senior vice president of Zimmi.com, commented, “We are excited to be part of the country’s economic march. We partnered with Pitchfork Partners to communicate our mission and vision to connect sellers in India to verified buyers from 200 countries.”

Jaideep Shergill, Pitchfork Partners’ co-founder, said, “Zimmi spans the B2B marketplace, challenging the status quo to bring fair and equal access to all businesses. It is a great opportunity to bridge the gap and help Zimmi achieve its vision through strategic and insights-driven communication.”

In September this year, Pitchfork Partners has also been appointed by Intellimation.ai, the enterprise AI company in India that uses proprietary natural language processing and machine learning methods in the BFSI sector, to be its new strategic communication partner.

Mumbai, India – Wondrlab, the platform-first marketing technology start-up in India, has announced that it has raised US$7m in a round of pre-series funding.

The startup will be utilizing its newly acquired funds towards driving inorganic growth, with a sharp focus on tech, digital, and programmatic advertising, as well as building world-class martech platforms. 

Saurabh Varma, Wondrlab’s founder and chief executive officer, shared that they want to thank the investors for their faith and belief in the agency, and they believe that their differentiated strategy of being platform-first is a great value proposition for the clients. 

“We will continue to invest in building deep capabilities across digital business transformation, content, data, and marketing tech platforms. The next six months will be key to building on our incredible momentum,” said Varma.

The round was led by venture fund firm Pi Ventures LLP, private investment company Tanas Capital, digital transformation partner Prodapt Holdings, and several independent investors including Priyamvada Balaji of Lucas Indian Service and Gopal Srinivasan of TVS Capital. 

Narayanan Venkitraman, the investment advisor of Narotam Sekhsaria Family Office (NSFO), commented “We are excited about the vision of the team led by Saurabh Varma to create India’s first network. Their strategy of being platform first differentiates them. It is refreshing to see a world-class team coming together on the back of a shared ambition.”

Amit Sharma, Tanas Capital’s managing director and head of corporate finance and investments, said that the proposition is truly unique, and they are excited about being a part of this journey. 

“Wondrlab’s focus on digital communication and DBT; always being platform-first and building world-class martech products will create incredible value for clients and eventually investors.”

India – Due to the uncertainty and fears brought about by the pandemic, there has been a decline in people’s mental health, and with this, Indian insurance firm Bajaj Allianz General Insurance has launched a new campaign to emphasize the need for helping friends, family, and colleagues struggling with anxiety. 

In partnership with WATConsult, the digital marketing arm of hybrid digital agency Isobar, Bajaj Allianz General Insurance’s ‘Unloop the Loop’ campaign highlights the psychological phenomenon of constantly being stuck in a negative thought loop. The 4-film campaign aims to create empathy for the ones undergoing such loops every other minute of their lives. Each loop video is centered around a different pain point – relationship, work, and general wellbeing, and the notable pace of copy clubbed with looping visuals seeks to nudge the audience to act upon the call to action.

The campaign leads audiences to a downloadable kit with a step-by-step guide to initiate the mental health conversation, simplifying the process of reaching out.

Tapan Singhel, Bajaj Allianz General Insurance’s CEO and managing director, said that people have been anxious and uncertain because of this virus which has affected millions across the world, and as a brand, they needed to step in and say that they do care and so do the people around.

“I’m sure that this mental healthcare kit will act as a guide and make people open up, but most importantly restore hope to emerge stronger from this and every crisis we face in the future,” said Singhel.

Meanwhile, Heeru Dingra, the CEO at Isobar India, said, “All of us have been stuck in the loop of negative thoughts at some point in our life. But the intensity varies for each one of us. It is imperative to welcome these life-saving mental health conversations and act as a safe space for each other.”

Sahil Shah, WATConsult’s managing partner, commented, “I believe that empathy is an understated value. It can bridge the gaps between the listener and the worrier. Just this one simple act has the most powerful effect on the one who has been struggling to unloop the loop themselves. And I believe we have taken one big step forward through this campaign.”

Mumbai, India – ePayLater, the buy now, pay later (BNPL) payments platform for retailers in India, has appointed media agency Madison, to handle its creative and media duties.

ePayLater offers interest-free financial credit. It focuses on small business owners and trader segments, as well as FMCG retailers, helping them to expand their businesses. The partnership will see full-service advertising unit Madison BMB managing ePayLater’s creative assignment, while media unit Madison Media Sigma will lead the entire media mandate including TV, print, radio, and OOH, as well as digital, and cinema. 

Akshat Saxena, the co-founder of ePayLater, commented, “It’s an exciting phase of growth for ePayLater and with Madison as our partner, we are confident about effectively reaching out to millions of retailers in the country who stand to benefit from this solution.”

Meanwhile, Vanita Keswani, Madison Media Sigma’s CEO, said that they are truly excited to be partnering with ePayLater, expanding its reach and strengthening it as a game-changer Fintech brand in today’s fast-paced digitized environment.

Raj Nair, the CEO and chief creative officer of Madison BMB, shared that fintech space in India is constantly innovating and developing, and while there are many players, the leadership team at ePayLater are very upbeat about their prospects by virtue of what they bring to the table to smaller retailers and helping them spread their wings and fueling their growth story. 

“Their partnerships with B2B majors like Metro Cash & Carry, Walmart, BigBasket, and large FMCG brands help hugely towards this end. We are looking forward to helping ePayLater succeed across the country,” said Nair.

Just recently, Madison BMB has also been appointed by fast-moving consumer goods (FMCG), Gardenia Cosmotrade LLP, to manage its creative duties for its men’s grooming brand, Gatsby, in India.

Mumbai, India – Fast-moving consumer goods (FMCG), Gardenia Cosmotrade LLP, has appointed Madison BMB, the creative arm of Madison World, to manage the creative duties for its men’s grooming brand, Gatsby, in India.

Through the partnership, the Gatsby brand will now be reinforcing and expanding its presence in India through its creatives and constantly evolving product range for young Indian males.

Puneet Motiani, Gardenia Cosmotrade LLP’s designated partner, shared consumers are increasingly aware of the products available across segments like hair, face, and body, and while they have always been a trusted brand, they have noticed a host of new brands enter this space in recent times. 

“We’re a global brand backed by deep knowledge of both the category and the consumer. Hence, we needed an able creative partner like Madison BMB who can help us position our existing range of products to create a clear preference in the minds of the audience,” said Motiani.

Meanwhile, Raj Nair, the CEO and chief creative officer of Madison BMB, said that the task is for them to develop a brand world that not only communicates the benefits of the range of products but also builds a relatable and endearing attitude that the audience can easily connect with, particularly in the digital space. 

“It’s a task that’s as exciting as it is challenging, and we look forward to creating memorable and effective communication for Gatsby,” said Nair.

Mumbai, India – Media network Omnicom Media Group (OMG) in India has announced the launch of its first-ever OMG Digital Bootcamp, a four-week, full-time intensive learning program designed to provide a launchpad to aspiring digital marketers looking to kick start their career in digital marketing.

The program aims to advance the homegrown potential in digital capabilities, empowering growth and development while attracting talent for the future. It is designed in conjunction with Results & Outcomes, an e-learning platform, conceptualized by domain experts, with rich experience across technology, media, content, and marketing, as well as communications, and monetization.

Kartik Sharma, Omnicom Media Group’s group CEO for India, shared progress and purpose are always at the heart of everything they do, and they believe that wherever learning thrives, so do people, and one of the ways they have decided to support this is by nurturing budding talent in-house.

“This bootcamp is one of the ways in which we have decided to support present and future talent, in-house, by enhancing their digital proficiency,” said Sharma.

Bharat Khatri, Omnicom Media Group’s chief digital officer for APAC, commented that OMG’s Digital Bootcamp aims to address the challenges we face on the tech front, like setup and execution.

“By curating a four-week learning program that has been customized to our requirements, we look forward to creating an agile workforce of digital ninjas. Selected entrants can expect a future-ready learning program that has been designed to fast-track their careers in digital marketing,” said Khatri.

Meanwhile, Anju Kurien, the talent director of Omnicom Media Group India, said, “It’s an exciting time for us as we work towards enhancing our learning curve and empowering our employees, both present and future, by strengthening their digital proficiency.” 

Anand Chakravarthy, Results & Outcomes’ co-founder, commented that they are pleased to collaborate with OMG India to curate and deliver an application-oriented and hands-on, progressive digital learning program delivered by domain experts – experienced professionals who themselves have run digital campaigns for years.

The OMG Digital Bootcamp will kick start in the second week of October and is accepting applications from fresh graduates with a bachelor’s degree in any engineering field, BCA, or from the Statistics, Economics, Business Administration, and Advertising streams. Aspirants can visit its dedicated post on LinkedIn for ‘OMG Digital Bootcamp Trainee’ for details.

Dubai, UAE – Galaxy Racer (GXR), one of the fast-growing esports, gaming, and lifestyle organizations headquartered in Dubai, has announced the appointment of Romeo Misao as the head of marketing for India and South Asia. The announcement follows the organization’s spate of new hires globally including the recent signing of Galaxy Racer’s Chief Marketing Officer Allan Phang. 

For the new role, Misao will be leading the regional marketing initiatives for both GXR and Nigma Galaxy, the competitive esports division of GXR, and will have his focus on the company’s aggressive expansion plans across India and the South Asia region.

Misao was previously the first esports hire in India for Free Fire, the award-winning mobile Battle Royale game by the leading game’s publisher, Garena. He led and executed esports initiatives for Free Fire in India and Bangladesh as their esports project manager. 

He also spearheaded and launched the leading premium esports IPs in India that went on to be record-breaking such as the Free Fire India Championship Fall 2020 with 300,000 concurrent viewership and the Free Fire World Series, Singapore 2021 with 1.9 million concurrent viewership on local Hindi language streams.

Misao has also worked for award-winning brand BenQ-Zowie, where he drove gaming and esports projects and contributed to the success of the brand’s ranking as the top gaming monitor. 

Galaxy Racer, which was founded in 2019, currently has over 100 content creators across Middle East North Africa (MENA), and Southeast Asia (SEA). Nigma Galaxy, the merger between Team Nigma, champions of The International 7 Dota 2, and Galaxy Racer, will be leading the competitive esports team division with an impressive roster of twelve esports teams in Dota 2, League of Legends, CS:GO, and Fortnite, as well as PUBG Mobile, BGMI and Free Fire, with over 60 male and female esports athletes from over 20 countries.

CMO Phang commented, “Romeo’s vast marketing experience and deep knowledge of the Indian esports industry is vital as part of our strategic initiatives for India. His work is exceptional and I am looking forward to working together with him. As Galaxy Racer pushes forward with our aggressive expansion plans, having a leader of his caliber is important to spearhead our marketing campaigns. We look forward to having Romeo onboard with us. Welcome to our galaxy!”

Meanwhile, newly appointed Misao said, “I am excited to be working at Galaxy Racer, one of the fastest-growing esports, gaming, and lifestyle organizations globally. I look forward to working with Allan and my fellow colleagues as we look to partner with brands who are interested in targeting Gen Z and Millennials. I cannot wait to unleash the awesome marketing initiatives I have in store for the Indian market and to put Galaxy Racer, Nigma Galaxy, and India on the world map in the global esports industry.”

Galaxy Racer aims to create a 360-degree esports, gaming, content, and lifestyle brand. Its group company, Riva Technology and Entertainment (RTE), have secured a streak of acquisitions, partnerships, and brand licensing deals including the iconic comic book series publisher Dark Horse Comics, with RTE producing multiple mobile games based on the massively successful The Umbrella Academy comic books and Netflix series.

Alongside Misao, Galaxy Racer has also recently appointed Danny Lopez as chief content officer, who was formerly the director of brand and content at Guild Esports, an esports team co-owned by David Beckham.

India – India’s beauty brand SUGAR Cosmetics has appointed Carat, the media agency by dentsu India, to be its new media partner.

SUGAR Cosmetics is crafted across Germany, Italy, India, USA, and Korea. The brand ships its products in lips, eyes, face, and nails, as well as skin categories across the world, scaling its physical presence with over 10,000 retail outlets as of 2020 across more than 130 cities.

As per the mandate, Carat will be overseeing SUGAR Cosmetics’ media strategy, planning, and buying.

Vineeta Singh, the CEO and co-founder of SUGAR Cosmetics, said that Carat’s strategic thinking, experience, and efficiencies stood out, and partnering with them on their media strategy is reassuring, given their data-driven approach in meeting the brand goals.

“The beauty industry is ever-changing and we at SUGAR Cosmetics always like to stay ahead of the curve. As a brand leader, it is my topmost priority to ensure that we keep evolving our strategies to meet consumer requirements. I hope our new association with Carat will help us in this journey of keeping up with consumer trends and stay relevant in the industry,” said Singh.

Meanwhile, Anita Kotwani, Carat India’s CEO, commented that they are pleased to win the media business for SUGAR Cosmetics, and they are committed to creating meaningful end-to-end media solutions through data-driven marketing, and to further accelerate the brand’s growth journey. 

“As a team, we are excited to get this opportunity to work with a brand that is loved by the women of today,” said Kotwani.

Mumbai, India – India-based higher edtech company, upGrad, has launched its biggest campaign to date, with the aim to drive the brand’s mission of driving meaningful career outcomes for its learners.

The campaign, which was conceptualized in partnership with creative agency The Womb, is inspired by numerous emails and messages the brand has received from its alumni who have successfully received double promotions, higher pay grades, and job placements at over 1000 companies and MNCs across the globe on pursuing their online courses. 

Moreover, it dramatizes a similar career journey which will re-ignite viewers’ ambition of achieving meaningful professional growth.

Titled ‘Fast Forward Your Career With upGrad’, the campaign features the story of Sohini, who went from a batchmate to a boss, shocking a few of her batchmates who had also been placed in the same company.

https://www.youtube.com/watch?v=BGH6jcHJo10

The campaign further continues and is built subsequently through more film versions.

Arjun Mohan, upGrad’s CEO for India, noted that the campaign aims to bring out this differentiated positioning of the brand in the higher edtech industry. 

“While our past campaigns have helped us create significant awareness and establish upGrad as an online higher education leader, we now wish to push the envelope further and build preference for the brand, especially among a large set of ambitious working professionals who are looking for meaningful career growth, faster,” said Mohan.

Meanwhile, Navin Talreja, the co-founder of The Womb, commented, “This campaign seeks to shake these working professionals out of their career inertia and position upGrad as a viable option that facilitates strong career outcomes in a contemporary, relatable, and engaging manner.”

Vinil Mathew, the director of the film, shared, “The films have a relatable, slice of life quality with an interesting blend of tongue-in-cheek humor and the fuzzy warmth of friendship. It was an absolute joyride to collaborate with the super creative team at The Womb and a progressive client like upGrad.”

upGrad has also partnered with a host of content creators and influencers who will be joining its war cry of fast-forwarding careers. The ad films will also run across media channels in several Indian languages including Hindi, Tamil, Telugu, Marathi, and Bengali, as well as Kannada, and English to connect with the regional audience.