Aamir Khan takes over Google Maps this festive season

Netizens are all-praises as users can drive along with Khan’s character from the movie, Thugs of Hindostan, when navigating Google Maps

thugs of Hindostan

Today’s blockbusters and smash hits have much bigger budgets than those made in more recent decades. To offset those enormous production costs, films need marketing campaigns that fully engage audiences to stir up the hype necessary to generate a net profit in ticket sales. And when the movie is releasing right in time of the festive season, creating noise around it is given.

Aamir Khan-starrer 'Thugs of Hindostan' is all set to release on November 8.  For the same, Google Maps and Yash Raj Films (YRF) have collaborated together for a unique marketing campaign where people can choose to let Khan accompany them on their driving adventures on Google Maps for the next two weeks. They have the option to drive along with Khan’s character from the movie as they navigate using Google Maps on their Android or iOS smartphone.

To get started, they’ll need to first update their app from Google Play or the App Store. Next, after searching for their destination, they can tap the image of Aamir Khan’s character Firangi, found on the bottom right of Google Maps app which will enable the experience! Once enabled, the navigation arrow will be replaced with Aamir’s character from 'Thugs of Hindostan' - riding his donkey as he does in the movie. Voice commands will also be tweaked to his character.

The innovative marketing campaign could help users dive into immersive interactions with Khan’s character. And netizens were all-praises for the movie-marketing tactic. It seems to have built the excitement around the movie just right. Here's what they said.





“We are truly excited to bring a first-time India-specific entertainment experience to Google Maps in India. As people gear up for Diwali and to watch 'Thugs of Hindostan', we wanted to do our bit by making their driving journeys more fun and playful. Huge thanks to Tanuja Khetwal, Manan Mehta and the entire YRF team for helping make this possible, and we wish the movie every success,” said Neha Waikar, Product Manager, Google Maps.

“'Thugs of Hindostan' is a very special film. As YRF, we are on the journey to create many firsts with it. It’s not only the biggest Bollywood movie produced till date but also for the first time ever brings together two legends of Indian Cinema, Mr. Amitabh Bachchan and Mr. Aamir Khan. We were aware that no marketing idea that we implement can eclipse this. So we had to think of creating a first time, unparalleled and unrepeatable marketing idea to promote this film. And in Google Maps we found a perfect partner to do so. Google Maps is now a household name in India and is extensively used to travel around in our daily lives. We had a great time working with the team at Google to make Firangi’sa part of these journeys. We are confident that people will love the experience and of course the movie,” said Manan Mehta, Vice President Marketing and Merchandising, Yash Raj Films.

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Kansai Nerolac strengthens cricketing association with three T20 franchisees this season

To sponsor Royal Challengers Bangalore, Rajasthan Royals and Sunrisers Hyderabad

Kansai Nerolac IPL

Kansai Nerolac Paints Ltd. (KNPL), one of the leading paint companies in India and pioneers in ‘Healthy Home Paints’ has announced its association with Rajasthan Royals (RR) & Royal Challengers Bangalore (RCB) while continuing its association Sunrisers Hyderabad (SRH). The most followed sports extravaganza in the nation. Would witness Nerolac on the leading side of the helmet & cap of these T20 franchisees.

Nerolac has been associated with cricket leagues and championships for a long time and has been associated with T20 franchisees since 2016, leveraging the sports platform for the visibility and to drive skill building as an agenda amongst unemployed youth and encouraging them to take up painting as a profession.

This season Nerolac will introduce two more initiatives apart from skill development; a consumer app & curated designs through “walk to wall” which would enhance consumers experience while painting their house.

Speaking on the association, Anuj Jain, Executive Director, Kansai Nerolac Paints Limited said, “T20 offers the highest penetration across India that creates a huge opportunity for brands to connect and introduce initiatives. In addition to our continued association with the league through skill development initiatives, we are also excited to announce our new offerings - A consumer App & a unique design concept ‘Walk to Wall’, that aims to benefit and create transforming experience for people with our healthy home paints range. We wish the players for this season to continue with their zestful performance.”

Commenting on the announcement K. Shanmugham, CEO, Sunrisers Hyderabad said, “We are delighted to have Nerolac as our principal sponsor for the third year in a row. Sunrisers Hyderabad is currently in its best form and we expect an extraordinary IPL season this time. We look forward to renewed support from Nerolac as we bid to win the title after a solid show last season." Speaking of the association, Mr. Ranjit Barthakur, Executive Chairman, Rajasthan Royals said, “We are delighted to associate with Nerolac, the brand that focuses on building long lasting relationships, a brand value that resonates well with the Royals. We look forward to deepening this relationship in the coming years building a great bond with our fans.”

Speaking on the association Sanjeev Churiwala, Chairman, Royal Challengers Bangalore stated, “We are happy to be associating with Kansai Nerolac Paints. At RCB we always look forward to partnerships that increase value and merit to the brand, and through this association, we wish to add more colors for our fans and players that will enhance our brand presence at one of the most watched leagues in the country.”

Amul enters packaged food juices segment with ‘Tru’

Amul has collaborated with Almond Branding for an end-to-end brand building, packaging design, and communication design

Amul Tru

Amul, the Indian dairy brand enters the packaged food juices segment by launching ‘Tru’ in collaboration with Almond Branding for end to end brand building, packaging design and communication design. Under the new Brand ‘Tru’, Amul, a pioneer in the dairy products and synonymous with “Taste of India” now introduces fruit juices in four flavours – Mango, Orange, Apple and Lychee and is priced at Rs.10 for a 200ml bottle.

Almond Branding used its proprietary Brand Nomenclature tools to come up with a number of Brand Names that can go well with the category and appeal to the new age consumer. Within no time, a new brand under Amul’s stable was born, called Tru. The name goes well with the ethos of the brand Amul of being ‘superior quality’ and ‘trustworthy’.

Looking at the brand positioning, Almond delved deep into understanding the associations that consumers have with the fruit juices and the beverages category at large. For some it was a mood enhancer, for others it was a conversation starter or a tool to build relationships and for yet others, it was a reflection of their attitude. The intention was to identify the space Amul can own. Fruit Nutrition, that’s true to the core – was the most important reason identified by Almond Branding as to why the consumer will buy the brand and eventually like it.

Making the brand identity distinguishing and unique, the core essence of the brand – being pure to the core, is captured in the simple yet modern typeface of the logo. Amul is everyone’s brand and hence the name Tru is written in all small-case making it more friendly and approachable. The sans-serif fonts with well-rounded curves give it the perfect balance of modernity and style, stability and reliability.

The packaging and design of any product should communicate its brand story hence Almond Branding recommended Amul to have transparent labels to the PET bottles where the fruit beverage inside can be flaunted. Also, as the product is priced at Rs 10 for a 200 ml bottle, the design language of the brand was kept simple yet catchy to attract the attention of consumers from across SECs.

The Visual Hook is an appetizing shot of the fruit plunging into a splash of juice depicting the freshness of fruit that the brand is promising. The Goodness of Real Fruit is highlighted with a bold mnemonic in front, not to be missed. The wavy modern striped pattern adds the style quotient to the overall look. Almond Branding is also working on developing the Retail Visibiity and Social media launch communication for the brand.

Saswata Das, Founder Director, Almond Branding said, “The fruit beverage market is already cluttered with a plethora of players. We had to make Amul’s entry eventful so that it quickly wins the hearts of consumers. The Brand Name we coined does just that. The Brand name TRU is short, catchy, easy to recall, easily extendable and also has a good sound value. Surprisingly, there was no brief from Amul’s end except that they sent us the actual product samples and left the onus completely on us to create a brand around it. That was the best challenge thrown at us! Sipping over these juices, the team at Almond would brainstorm for hours to identify the Big Idea and the core thought for the new Brand being created. The best part of working with Amul – they treat us as equal partners in brand development. They lay trust in our expertise in the Branding & Design arena and show full faith to go with our suggestions and design solutions proposed. We truly get to work on it as our own brand – like real brand custodians.”

Almond Branding has been associated with Amul for over almost a decade now. Almond has been the force behind all major beverage launches last year like Amul Kadhai Doodh, Haldi Doodh, Gur Doodh, and Amul Milkshakes. Almond had also been the strategic branding & design partner for Amul’s foray into mocktails with Amul Irish Drink and Amul Pina Colada.

Jetking Infotrain Limited is the official IT Skills Training Partner of Delhi Capitals

The computer networking training institute has come on board to support the Delhi Capitals for IPL 2019


Computer networking training institute, Jetking Infotrain Limited, was announced as the official IT Skills Training Partner of the Delhi Capitals for the 12th season of the Indian Premier League (IPL). The JSW and GMR co-owned franchise will see Jetking begin a one-year association with the Delhi Capitals. The agreement between the two organisations will see Jetking feature as an Official Partner on the Official Jersey and back of the helmets and caps of the Delhi-based franchise.
Founded in 1947 as an electronics manufacturing and training company, Jetking has evolved into a leading IT and IMS training institute which involves the use of innovative teaching and courses in the field of IT. The company has trained more than 7,00,000 students in India and abroad, which has helped in constantly driving growth in the IT sector across the globe. Jetking provides a variety of certification courses to individuals through innovative and virtual learning, and have more than 5000+ recruitment partners.
Dhiraj Malhotra, CEO, Delhi Capitals, said, "We are delighted to announce Jetking as the Official IT Skills Training Partner of our franchise Delhi Capitals. The computer networking institute has a major presence in the capital city, and we are looking forward to having a very successful association with them over the course of this IPL season. The tournament provides a huge opportunity for the country to celebrate cricket and I would like to thank everyone at Jetking for extending their support in the Delhi Capitals' ambition of winning the coveted trophy."
Siddarth Bharwani, Vice President- Marketing and Brand, of Jetking Infotrain Pvt. Ltd. said, "Through this association we would like to reinforce our stance on the importance of skills in any profession be it sports or IT. Supporting a young team also allows us to emphasize on consistency of career if you're chasing a long term goal. We feel Delhi capitals with their young squad will deliver results and prove their metal as a strong team." 

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Thomas Cook India lends a hand to motivate Voters

Thomas Cook's ‘Ghar Jao Vote Karo’ campaign encourages voters to go home and vote, and gives a special post-voting holiday discount offer as a thank you

Thomas Cook

Thomas Cook (India) Ltd., an integrated travel and related financial services company, spearheads the citizen election agenda 2019 by launching its Ghar Jao Vote Karo campaign ahead of the upcoming general elections. The brand seeks to empower citizens to vote while simultaneously rewarding them- both on their flight to their hometown pre-election, as well as holiday discounts post elections. 

According to the Election Commission, merely 540 million Indian voters or 66.4 per cent of those eligible cast their vote in the 2014 general elections. A key challenge attributed to the low turnout was the migrating Indian population, moving from Tier II and III cities into larger urban towns and metros. Thomas Cook India has therefore strategically aligned its campaign to tap into India’s vote bank, by aiming to create awareness on the importance of voting while gratifying the voter with incentives. 

Thomas Cook India’s Ghar Jao Vote Karo campaign will extend from March 26 to May 19, 2019, to encourage Indians to exercise their right to vote by flying back to their respective hometowns- where they have been registered as voters. As part of the campaign, the pre-election offer includes a discount of Rs 1,000 off on return air tickets (per adult) on providing proof via any official document such as their Voter ID/ Aadhaar Card, etc. The last date of flight departure is May 19, 2019 to coincide with the last date of polling.

Voting in many states coincides with India’s largest vacation season. Hence, in its initiative to recognise the efforts taken by its customers who vote, Thomas Cook India will offer a special post-voting holiday discount- across both its domestic and international group tours (Rs 3000 off on its Domestic Group Tours or Rs 5000 off on its International Group Tours, per family). All its customers need to do to avail the offer is to display their inked finger at any of Thomas Cook’s extensive retail outlets pan India. The post-voting holiday offer is valid up to July 19, 2019. 

With several election dates falling on Mondays or Thursdays, Thomas Cook’s data reveals that travel hungry Indians are likely to extend their weekends into ‘smart weekend holidays’ thus giving fillip to the emerging trend of ‘Election Tourism’. 

Abraham Alapatt, President & Group Head - Marketing, Service Quality, Value Added Services & Innovation said, “At Thomas Cook India, we are keen to do our part by motivating consumers to cast their vote in their hometowns and this formed the genesis of our Ghar Jao Vote Karo campaign.” 

He added, “Social media is expected to play a strong role in the upcoming elections. Be it voting selfies showcasing an inked finger or the use of hash tags, consumers are taking their involvement beyond the booth. However, there is a strong urgency in getting the voting population involved in the pre-voting phase as well and hence our campaign motivates customers- both during the pre and post voting phases. Via our Ghar Jao Vote Karo campaign, we look forward to engineering a new wave of proactive social consciousness across metros as well as Tier II and III regions of the country.”  

adidas extends its association with cricketer Rohit Sharma 

Extension of association with Rohit underlines how the brand continues to inspire young India through the stories of Indian icons


Global sportswear firm adidas has extended its partnership with Indian cricketer and all-rounder Rohit Sharma. The ace batsman recently became the third fastest batsman — along with former India skipper Sourav Ganguly — to have completed 8,000 runs in ODI cricket.

Extension of their association with Rohit underlines how the brand continues to inspire young India through the stories of Indian icons. Rohit has been associated with adidas since 2013, and has since been the face of adidas India.  

He is a role model for any young aspiring athlete wanting to take to sport. Rohit has also extended support to sports beyond cricket which has contributed to the development of the overall sports culture in the country. He is also a big advocate of Run For The Oceans and supports the global movement against Marine Plastic Pollution. 

“I feel adidas is the best brand for athletes – I truly believe in their products and the comfort and benefit they offer me in my sport. Further, they have continuously stepped in to provide customized solutions to athletes, including me, thereby helping us overcome many injuries. In my association with the brand over the last six years, I have witnessed adidas has been a major catalyst in making a positive difference to people’s lives on the sporting field and off it. It is the leading sports brand and has played a key role in promoting sports at grassroots, which includes providing world-class platforms and experiences accessible to amateurs and pro-athletes. I am happy to have played my role to enable the brand position itself strongly and emerge as a leader across categories, be it cricket, training, football, or running. I look forward to our association going from strength to strength,” said Rohit Sharma. 

“At adidas, we believe through sport, we have the power to change lives, and our association with Rohit will craft new journeys for youth to look upto. With his undying passion for sports and the creativity that he brings to the field, he not only makes the game of cricket more beautiful, but in the process also inspires young athletes both on and off the field. Rohit is also an ambassador of change, continuously propagating a message that helps the world to become a better place to live in. We are extremely happy to continue on this journey of bringing a positive change along with Rohit”, said Sharad Singla, Director Brand Marketing, adidas India.
Rohit has been an ardent fan of adidas and the brands innovative line of products—always delivering the best in terms of technology, design, and comfort. In 2018, Rohit and adidas together reached another milestone, where Rohit became the Ocean Squad Member of Run for the Oceans, a global running movement that uses the power of sports to raise awareness about the threat of marine plastic pollution.

adidas has a strong portfolio of athletes and clubs who define adidas’s commitment to sports in India and across the world. Rohit is a part of an elite pool of talent which includes Lionel Messi, Paul Pogba, Gareth Bale, James Harden, Naomi Osaka and Caroline Wozniacki, at the international level. adidas also works with leading football clubs including Manchester United, Real Madrid, Juventus, and Bayern Munich. 

In India, Rohit is joined by Kuldeep Yadav, Rishabh Pant, Hima Das, Manpreet Singh,  Dipika Pallikal, Zeel Desai, Nikhat Zareen, Siddhanth Banthia, Manjot Kalra, and the recently signed Swapna Barman, who wear the 3-Stripes with pride. They are also a key partner for Real Kashmir FC which has been one of the most inspiring sport stories to have come out of India in the recent years.

ZEE5 joins hands with Reliance Jio Infocomm Ltd

As per the partnership, a version of ZEE5 app will now be available on Jio KaiOS phones 


ZEE5 has announced an association with Reliance Jio Infocomm Ltd. As part of the partnership, a version of the ZEE5 app will now be available on Jio KaiOS feature phones. 

The partnership aims to bring on board the 40mn+ users of Jio Feature phones who are seeking entertainment options in addition to the features that the phone inherently offers. 

Tarun Katial, CEO, ZEE5 India says, “We, at ZEE5, are focussed on bridging the digital entertainment divide between metros, semi-urban and rural markets. And, in this, we believe Jio is our perfect partner. With the rich repertoire of regionally relevant stories in the form of web shows, movies, docu-dramas, we are perfectly poised to be the content partner to Jio that has a robust presence in these markets. Through our library that houses music, TV shows, news and such, the audience will now have access to content on-the-go and at their convenience. ZEE5 is constantly looking at building value for its subscribers and advertisers alike, and with this partnership we are confident of filling a vacuum for brands who are seeking inroads into the regional audience’s mindspace.”

Through this alliance, Jio KaiOS subscribers will have access to the substantial VOD (Video On Demand) offering on the ZEE5 platform:

•    Unrestricted content offering across popular Hindi and regional channels – ZEE TV, & TV, ZEE Anmol, Zing, ZEE Marathi, ZEE Tamil, ZEE Bangla, ZEE Yuva, Sarthak TV, ZEE Kannada, ZEE Cinema, ZEE Action, & Pictures, ZEE Café, & flix, ZEE ETC and so on.
•    An exhaustive collection of music across genres such as film music from Hindi and regional movies, Indi-pop, categorised by mood, event telecasts and so on.
•    Popular movies across languages such as Hindi, Bhojpuri, Marathi, Bengali, Tamil, Telugu and Malayalam.

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Engineered excitement: Redefining storytelling of sports through technology: Mehul Kapadia

Guest Column: Kapadia, Global Head of Marketing- Tata Communications & MD of F1 Business, tells us how storytellers must engineer relevant platforms that bring stories to a wider audience of fans

Mehul Kapadia

If you think about the history of spectator sports, it’s likely that your reflection will play like a clip show of famous faces, past and present, and iconic sports moments. The images we generate are inherently human. The sport itself is ultimately a vehicle for a myriad of the age-old underdog – the David versus Goliath and of overcoming adversity.

At its heart, it is the story behind the feat of human achievement and competition which makes watching sports so compelling, and what continues to make it a form of entertainment enjoyed by communities across the world. Ultimately, it is its longevity that has led to the sports industry developing into a global multi-billion-dollar enterprise.

That isn’t to say that the exponential growth of sport is guaranteed. For sports stories to reach legend status, the storytellers at the helm must engineer relevant platforms that can bring those stories to a wide-ranging audience of fans, old and new.

We’ve witnessed an incredible pace of technology innovation in the last 20 years. As a result, fans don’t just want to watch the action on TV, or even just see stars in the flesh battle it out at the stadium or racetrack. Today’s tech-savvy fans want a complete sports experience that is augmented using digital platforms, and they want to be in control of what that experience is like. This means that sports organisations need to enable different kinds of fans – regardless of their age, gender or how long they’ve been following the sport - to experience and engage with the action in more customised, immersive and powerful ways using technology. And, as there are today more ways for fans to watch and engage with sports than ever before, it is an opportunity for sports to generate new revenue too.

This is no mean feat in our increasingly crowded digital world, where everyone is jostling for attention. As our recently commissioned report “Show Me the Money!” highlights, the digital media strategy of a sport directly impacts the number of eyeballs it can attract and maintain, and, therefore, directly impacts the bottom line too. So, what are some of the key ways for sports to tell a compelling story in the digital age?

Put fans at the heart of the story

Technology gives us new ways to weave the narrative. For example, with advancements in Ultra-HD and 360-degree video, fans can get closer to the action from the comfort of their own homes. This has already been implemented successfully by MotoGP, whose use of 360-degree video make fans feel as though they’re on the back of the bike. The NFL has also embraced this technology, equipping stadiums across the United States with cameras that bring fans “on the field” to experience the game first-hand.

Digital innovations like these are helping to not only augment the viewing experience for fans at home but also give fans everywhere the power to create their own sports experience, in their terms. This could mean making bite-sized chunks of a competition highlights available on Facebook, or giving fans a sneak peek of how their favourite sports star keeps fit off-season on Instagram. Stories like this add a new dimension to the fan experience. They are a way to strengthen the connection that existing fans have with their favourite sport, convert casual followers to die-hard supporters, and to entice new fans into the fold too.

Creating sporting legends on and off the pitch

We all love an underdog. Triumphs by unlikely players are revered on the public stage. Globally, we’ve been treated to a feast of these kinds of exciting sporting milestones, from Harry Kane winning the first World Cup penalty shoot-out against Columbia since 1996 during the World Cup in Russia, to the Philadelphia Eagles beating five-time defending champions, the New England Patriots at the Super Bowl.

The fan support behind sporting heroes doesn’t just play out on the field anymore. Fans want to be able to engage with their sporting heroes off the pitch or track and online. Lewis Hamilton and Ian Poulter are two examples of European sports personalities who are central to the narrative of their respective sports. Giving new players a presence outside the sports can draw in new fans to the sport, meaning that social media increasingly plays a role in how our sports stories develop.

Promoting local stars, whether through social media or ‘in the real world’ is the best way for a sport to establish a new fanbase in a new market too. For example, the European Tour saw an increased interest in its tournaments in China thanks to a new generation of young, talented players such as Haotong Li, leading to increased viewership and engagement online.

Personally, I’d love to see Shubhankar Sharma – who recently won the Rookie of the Year award on European Tour – help grow golf in India in a similar way too.

Using digital strategies to create opportunities for fans to make emotional connections with these stars - and those further afield - ultimately drives new revenue streams. If fans feel emotionally connected with a sport and its stars, they’re much more likely to pay to go and see live sports or watch on a live-streaming platform, as well as buy merchandise.

Developing the right digital mix

I see 2019 as the beginning of a new chapter for the sports industry. By focusing on the storytelling of sports, this year can be a defining tipping point for this market. To succeed, sports need to develop a holistic digital strategy, leveraging the right mix of technologies and platforms that allow them to tell the most compelling sports stories in the most powerful ways.

However, while it’s important for any sport to innovate to stay relevant and grow, there’s a careful balancing act involved. As well as attracting new fans, digital strategies must also keep existing, loyal fans happy by staying true to the essence of the sport.

To find out more on this topic, read the full "Show Me The Money" report here.


(The author Mehul Kapadia is Global Head of Marketing at Tata Communications and the Managing Director of the company’s F1 Business)


Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com

Our focus is on experience-led marketing initiatives: Ramesh Kaushik, Blackberrys

Kaushik, Vice President- Brand Experience, Blackberrys, talks about business post rebranding, marketing strategy, future plans and more


Menswear retail brand Blackberrys last year rebranded itself. With a journey spanning 27 years, the brand has a pan-India footprint covering more than 350 cities through its robust channel and partner network.

exchange4media caught up with Ramesh Kaushik, Vice President- Brand Experience, Blackberrys, to talk about business post rebranding, marketing strategy, future plans and more. According to Kaushik, Blackberrys intends to strongly accelerate its retail presence and sales, with special attention to its sub brands.


Blackberrys re-branded after 27 years. How has been the response, both on the business side and the customer side? 

Talking about the customer front, over the last 27 years, we have been synonyms to fit, design and quality. So, nothing has changed there. We are only strengthening these features. The need for rebranding arose following voices from partners, employees and consumers. We decided to be a part of their journey. Hence, the whole self-inflicted transformation happened.

The response has been positive and encouraging. Our promise to the consumers is that Blackberrys will always keep you clothed and confident in your journey of success. Our quality and innovation is at par with the global standards. And nobody understands the Indian fit like we do.

Coming to the employee front, there has been more impact there. We have younger workforce, mnemonics of the brand logo and there is a burning drive (to perform). Our tagline ‘keep rising’ aptly depicts this drive.

On the business front, trade has been pretty good and exciting because we have undergone a change that resonates with consumer’s lifestyle, his journey and his wardrobe.

What are your plans for expansion in terms of retail presence and product assortment? Also, what will be the retail and digital strategy? 

For retail expansion, we believe that the brand should be visible wherever the consumer is. Our effort is to ensure that whenever a consumer decides to explore the journey of fashion, design or style, the brand should be visible or available. We have opened more than 80 doors in the year that is going by. For the coming year, while the budgeting exercising is still going on, we are clearly looking at 40-50 more doors. Between the formats, we are available in nearly more than 1000 outlets. Blackberrys is currently present across 350 cities in India and operates more than 260 exclusive brand outlets and 700-plus multi-brand outlets.

Expansion for us is expanding to reach closer to our consumers as well as expanding geographically. While we are expanding geographically, we are also looking at cities that need more doors. We will expand in the existing cities also.

Coming to the ‘Digital vs Retail’ debate, today, the consumer’s explorative journey in the fashion and style segment starts in the digital space. So, we look at digital as an influencing medium.

On the retail front, we would be the only company that has invested so heavily on stores. We are very particular when it comes to consumers’ experience. Retail is extremely critical for us.

What are your plans to strengthen sub-brands Urban Blackberrys, Blackberrys Casuale and others?

Each brand has now moved ahead in its journey in the consumer space. For Casuale, we have India Khakhi Week. It is a big property that we are rolling out in April. Urban has wanderer. We will tap into the day-to-day life of a wanderer, those who travel and like to keep their dress sense edgy. There would be definitive investment in sub-brands across all the segments, whether it is consumer, product, channel or category.


Last year, you were the official style partners for Race 3. Will we get to see any more partnership this year? 

Now that we are House of Blackberrys, we have three sub-brands Blackberry (formals), Blackberrys Casuale and Urban Blackberrys. Our associations would be much more heightened as against earlier. However, brand association with this type is of more importance to us than routine association with movies.  

Can you please throw some light on company's turnover for FY 19? 

We have been growing at a CAGR of more than 20%. We closed last year with gross revenue of around Rs 900 crore. We are pretty hopeful that we would be able to close with Rs 1100 crore this year.

Tell us about your marketing and business strategy for 2019? What will be the focus?

Business strategy is largely consumer driven; what would make a consumer consider the brand. Even the wardrobe is now getting casualised. We have very interesting innovations and product. Nathalie, the first knitted cotton trousers, is from the stable of Blackberrys Casuale. These are unique propositions in the market. From a marketing strategy perspective, our focus will remain on retail. We would be more experience-led when it comes to marketing strategy. We are also looking at travel and entrepreneurship segments in terms of associations.

Our marketing strategy will be a mix of digital, on-ground activation and brand visibility in the medium that is relevant to the consumer, and not necessarily a traditional medium.

Burger King strengthens their partnership with Mumbai Indians

Burger King signs an exclusive ‘Category Deal’ for the upcoming Cricket season with Mumbai Indians, launches Mumbai Indians Masala Whopper

Mumbai Indians

Burger King India announced its association with the upcoming T20 League cricketing carnival, as it signs an exclusive category partnership with Mumbai Indians for the second year in a row. As part of the collaboration Mumbai Indians, will proudly sport Burger King logo on their outfit.

Celebrating this season with a delectable twist, Burger King has curated a special whopper named after the partner team which is available on the menu through this season of Mumbai Indians. The Mumbai Indians Masala Whopper is inspired by the flavourful spices of Indian gravies. This unique offering, starting at Rs 179 will be available in restaurants located across Mumbai, Pune & Gujarat in western region.

Further setting the tone for this cricket season, and taking forward their partnership towards a noble cause, Burger King in continuation with its campaign ‘Sixes for Kings’, shall have an additional exciting element this year. Throughout the season, on every six hit and on each wicket taken by Mumbai Indians player, the brand shall give away Whopper meals to the girls of Avasara Foundation. The partner NGO provides the highest quality education to underprivileged girls in Pune.

Commenting on the partnership, Rajeev Varman, CEO - ‎Burger King India Private Limited said, “I am delighted to announce our partnership with Mumbai Indians for the second consecutive year. Cricket has always proven to be the most impactful medium to connect with our guests and strengthen our brand visibility. This season we have pushed the boundaries to engage our fans in an exciting in-restaurant experience. With numerous engagement activities and special menu dedicated to cricket fans, we are sure that our guests will have a Whopper of a time with this association.”

Mumbai Indians spokesperson, said, “Mumbai Indians is excited to partner with Burger King India for second year in a row. Mumbai Indians endeavour to create meaningful partnership for our fans who can experience the cricket fever through the Burger King.”

The Founder of Avasara Leadership Foundation, Roopa Purushothaman said, “We are grateful to BURGER KING for taking forward the ‘Sixes for Kings’ initiative this year as well. Our students are truly grateful for these Whopper Meals and the ongoing support to our organization. The ‘Sixes for Kings’ pledge means a lot to all of us.”

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DSport to broadcast Hero Indian Open 2019

Top Indian golfers Shubhankar Sharma and Anirban Lahiri to lead the field for India


DSport, a premium sports channel of Discovery Communications, will broadcast the Hero Indian Open 2019 in India. Hero Indian Open has been co-sanctioned by both the Asian Tour and the prestigious European Tour, besides the Professional Golf Tour of India (PGTI). 

The tournament will be played from March 28-31 at the state-of-the-art DLF Golf & Country Club, Gurugram.

The Hero Indian Open - a US$ 1.75 million prize money event - will see participation from top Indian professional golfers Shubhankar Sharma and Anirban Lahiri lead the field for India. Other Indian golfers expected to be seen in action are former Champion SSP Chawrasia, besides Shiv Kapur, Ajeetesh Sandhu, Viraj Madappa and Khalin Joshi.

Top international golfers who can be seen in action at the annual flagship event of Indian Professional Golf, include last year’s runner-up Andrew Johnston, Maybank Championship 2019 winning Australian Golfer Scott Hend, four-time European Tour winner Bernd Wiesberger, Aberdeen Standard Investment Scottish Open Champion Brandon Stone, 2018 Honma HongKong Open Winner English Golfer Aaron Rai, 2019 SIMB Singapore Open Winner Thai Golfer Jazz Janewattananond, Chris Wood and Julian Suri.

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