Britannia and Interbrand partner to launch Britannia's new brand image

The brand’s new positioning of 'Exciting Goodness' espouses the increasing relevancy of balance

exchange4media Staff 11-September-2018

After successfully partnering with Godrej, Jio and Infosys to bring in the cutting-edge global practices of strategic branding to India, Interbrand and Britannia celebrated the launch of the much-awaited Britannia positioning and identity this month. The occasion also marks the centenary year of Britannia, as also its orbit shifts into being a total foods company.

In the second half of 2016, Britannia’s board of directors, after a rigorous process of evaluating multiple global and local branding firms, tasked Interbrand, with the responsibility to contemporise the brand. The brief was to rejuvenate the centenarian to lead the new consumers and market opportunities to reflect the company’s future plans and portfolio expansion.

What followed thereafter was an elaborate 2 year long brand engagement involving the right analysts, strategists and design experts from across the Interbrand’s India, Madrid and London offices, who drew upon the wisdom of Britannia leadership, varied consumer cohorts, chefs and nutritionists. Insights drawn from these formed the basis of the refreshed new positioning for the brand – ‘Exciting Goodness’.

The brand’s new positioning of Exciting Goodness espouses the increasingly relevant idea of balance. The new logo celebrates this beautiful balance between the two fundamental choice drivers - Wellbeing and Excitement as also between accessibility and premium. Remarkably, Britannia is uniquely placed to champion this growing philosophy for consumption as well as lifestyle.

Ashish Mishra, Managing Director, Interbrand India

Speaking on partnering with Britannia on this milestone, Ashish Mishra, Managing Director, Interbrand India, said, “When good and fun combine, new possibilities arise. The idea was to dispel the belief that what is good will not be fun and what is fun will never be good. Exciting Goodness not only provides a unique positioning for Britannia portfolio but also informs its purpose and its future innovations framework.

Clarifying the need for the rebrand, Mishra added, “Although the world around the legacy of the Britannia business including attitudes, drivers and competition had changed, mere design refresh was not the genesis for the rebrand. The compelling reason for the rebrand was judiciously strategic. It was to bring the future business strategy to life through the new brand. The future Britannia business ambition warranted a stronger connect with the youth and broad basing of the portfolio from biscuits while retaining its premium. That’s what precipitated one of the more challenging rebrands of the decade.

“Britannia also works as an exemplary demonstration of how the longstanding master brands need to be treated”, added Mishra. “The heritage mother brands in our market, as also in many other parts of the world typically undergo an existential challenge. They all begin with being primary brands for the original product/s and gain substantial equity over time. The same equity provides the strength for extensions and expansions into newer categories through new sub or product brands. Over time the product brands become big and get managed by dedicated teams at Business Unit levels. And begin to have more attention and investments into brand building. Interestingly, in spite of such scenarios persisting for many decades, the mother brands continue to play a decisive influence in the customer’s choice. This is an empirically proven fact that we have reaffirmed through our analysis and rebranding some of the most valuable Indian brands ranging from Godrej to Britannia, over the decade. The basic job that we thus wanted to deliver was to rejuvenate the mother brand Britannia. We did that by establishing the high role of Britannia vis-a-vis the product brands through analytics that apportioned the sub category choice drivers between the mother and product brands. This provided a strategic basis for portfolio management, brand architecture as well as innovations.”

Borja Borrero, Executive Creative Director, EMEA, LatAm and India

Sharing the design thinking to suit the positioning, Borja Borrero, Executive Creative Director, EMEA, LatAm and India said: “Translating into a compelling language everything what Britannia will stand for in the future was quite a challenge. We needed to convey all the heritage of the brand while bringing new visual and verbal codes into the brand expression to communicate a sense of newness. The result is an identity that encapsulates the best of two worlds: excitement and wellbeing. It’s not so much about a logo evolution but rather a new storytelling that brings the new brand strategy to life. Britannia opens up and expands towards new horizons; this is the idea behind the new narrative that uses landscapes as a backdrop (wellbeing) while people interact and enjoys life in different ways (excitement). This is clear in all the new “key visuals” created for the new narrative. Besides this, a new colour palette, bespoke fonts, illustrations, pictograms, tone of voice, etc. was created”

Providing a deeper perspective behind the change, Manjunath Desai, Head -Consumer Insight, Media & Competitive Intelligence, Britannia Industries said,
“For around a century now, Britannia has transformed itself at strategically chosen junctures in anticipation of changes in the consumer/business ecosystem and to reflect its renewed aspirations. The year 2018 forms such a cusp, for Britannia, it marks the completion of its first century of delighting India and prepares for the next by setting an ambitious goal and taking fresh guard. This identity make-over symbolizes its preparedness for the journey to its next stop, ‘Total Foods Company’, in a milieu that will be entirely different from its first 100 years.

When one attempts refresh of a century old brand that is blessed with love and respect of more than a billion people, diligence and care become as essential an ingredient as creativity and foresight. Which is why we set the boundary of change to be ‘far enough to notice, near enough to recognize’. It is always a challenge to communicate complex messages through visual symbols, made more difficult by the strict definition of boundaries. But team Interbrand navigated the difficult path with aplomb. As is the norm, changed identity was extensively tested with consumers and all of us were delighted by the double thumbs-up they awarded it.”

Elaborating further about the design challenges of rebranding a heritage brand, Borja added: “Indeed ‘far enough to notice and near enough to recognise’ was a mantra that we all finally began to chant. The stakeholders included the board, the leadership, the employees and the customers. And given the high value of the customer as well as the employee brand, the expectation of dramatic change battled the emotion of familiarity all along. A fair share of English-illiterate customers of the popular brand made recognition an added consideration. Reassurances from the global network of Interbrand and a comprehensive study of the rebranding paradigms of heritage brands around the world were employed to navigate the decision-making. The journey was challenging but enjoyable and the rigor was certainly befitting the stature of Britannia.”

Speaking on the occasion, Ali Harris, Head of Marketing, Britannia Industries said, “We have a 100 year heritage and wanted to be sure that we continued to reach every Indian household - to bring in a newness yet remain uniquely Britannia. We undertook extensive research to help us unlock how consumers viewed Britannia and found that consumers place our brand right in the middle of excitement and goodness. This helped inform our new brand proposition, designed within a framework that balances our heritage and provides a contemporary appeal to the brand. Designed under the premise that our products carry both excitement and goodness, we held on to our heritage red, made green a bit more vibrant and added in a new color yellow. The new logo identity also has great shelf throw, which is critical in our cluttered retail environment. As we look to emerge as a 'Global total foods company’, this new logo is crafted to unbox Britannia and open it up to bright new horizons”.

Adding to the excitement of rebranding country’s most valuable food brand was also another milestone for Interbrand India. “About a decade back we began our first partnership in India and rebranded Godrej. Since then, through the prestigious projects including JIO branding, Infosys repositioning and design, and Mahindra’s global brand roadmap; we believe we have been privileged to be the partners for the decades top 5 branding jobs. We feel delighted about world’s leading brand consultancy becoming India’s leading too” added Mr. Mishra wishing its partner Britannia, 100 more years of growth!

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Tributes Pour in for Alyque Padamsee

Ad veteran Padamsee, aged 90, passed away on Saturday

exchange4media Staff 11 hours ago


The advertising fraternity woke up to the sad news of the passing of ad man and theatre maven Alyque Padamsee

Padamsee touched the lives of many advertising professionals during his career, shaping them and sculpting them into the leaders that they are today. 

Many of those whose lives Padamsee influenced took to Twitter, sharing their impressions of the legendary man whom they knew as God. Even the Prime Minister of India, Narendra Modi, tweeted his condolences. “Saddened by the demise of Shri Alyque Padamsee. A wonderful communicator, his extensive work in world of advertising will always be remembered. His contribution to theatre was also noteworthy. My thoughts are with his family and friends in this sad hour,” PM Modi tweeted. 

Here’s a look at some other tributes that poured in: 



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exchange4media Influencer of the Year Award conferred upon Virendra Gupta and Umang Bedi

The award honours visionaries who have transformed the industry and inspired the next level of growth

exchange4media Staff 1 day ago



Virendra Gupta, Founder & CEO, Dailyhunt and Umang Bedi, President, Dailyhunt were honoured with the exchange4media Influencer of the Year Award.                                                               CVL Srinivas, Country Manager, WPP and the winner of the 2017 exchange4media Influencer of the Year award and Raj Nayak, COO Viacom18 who was the winner of the 2016 exchange4media Influencer of the Year award presented the award to the duo.


 On working together with Gupta and the win, Bedi said, "Its been the most amazing enterprenuial journey. Viru and I have been brothers because we are so aligned in our thinking. He understands bharat at the grassroots level and I understand the scale of businesses. We are so complimentary in our skill-sets. In life you need an elder brother. And for me, that's what he stands for."

An elated Gupta said, "On the behalf of team Dailyhunt, I humbly accept this award. As you know, our vision is to bridge the digital divide and we proud ourselves as one of the companies that is trying to fight off the digital prominence of Facebook and Google. We are 150 million monthly active users and till next year, we should be 300-350 monthly active users. This award is a belief by all of you in us and we are just getting started."

Beginning in 2016, the exchange4media group initiated the Influencer of the Year award. The award honours visionaries who have transformed the industry and inspired the next level of growth while progressively using innovative technology for business achievements.


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#e4mConclave: Photo Gallery

A few snapshots from the exchange4media Conclave held on November 16 at the Taj, Santacruz in Mumbai

exchange4media Staff 13 hours ago


The exchange4media Conclave, sibling of BW Businessworld, is considered the highest authority in the business of media, marketing and advertising news and developments. The event was held on November 16 at the Taj, Snatacruz in Mumbai and the theme this year is “Marketer and Machine: How AI will transform marketing?. Virendra Gupta, Founder & CEO, Dailyhunt and Umang Bedi, President, Dailyhunt were honoured with the exchange4media Influencer of the Year Award (Main image).   

Here are some snapshots from the event:

Tamara Ingram Worldwide CEO, J Walter Thompson delivers her speech at the e4m Conclave in Mumbai

Prof. Amarjeet Patpatia, Associate Dean, ICFAI Business School (IBS), Mumbai

Ashutosh Srivastava, Chairman & CEO, AMEA, Russia & CIS, Mindshare delivering a special address on the topic Decoding Artificial Intelligence & Machine Learning in the Context of Marketing 

R. S. Sodhi, MD, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) (AMUL)

Rahul Agarwal, Managing Director & CEO, Lenovo India

Fireside chat: Vikram Sakhuja, Group CEO, Madison Media & OOH, Madison World in conversation with Vivek B Srivatsa, Head-Marketing, Passenger Cars, Tata Motor 

Panel discussion (L-R): Navneet Narula, of Watson Consumer Engagement, India and South Asia, IBM India, Arvind Chintamani, VP-Marketing, Colgate Palmolive India, Mayank Shah, Category Head, Parle Products, moderator Bindu Sethi, Chief Strategy Officer, JWT India, Anirudh Pandharkar, Head of Marketing, VIP Industries, Pradeep Hejmadi, CEO, Aidem Ventures Pvt, Ltd., Juzer Tambawalla, Head of Marketing, Franklin Templeton

The audience at exchange4media Conclave


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e4m Conclave: JWT Worldwide CEO Tamara Ingram discusses AI and creativity

Ingram discussed ‘Hu(man) and Machine’, and whether AI can be creative

exchange4media Staff 15 hours ago

Tamara Ingram

From smartphones to driverless cars, there is no denying that artificial intelligence is pretty much becoming commonplace. But what does AI mean for creativity? Does it mean the ability to gain an intelligent creative or marketing "assistant" thereby freeing you to focus on being truly strategic at your work? Should you embrace it or does it pose as a threat?

Answering all this and more at the exchange4media Conclave which took place on November 16 in Mumbai, Tamara Ingram, Chief Executive Officer of J. Walter Thompson, the Headline Speaker at the annual event, discussed ‘Hu(man) and Machine’, and whether AI can be creative.

Ingram addressed the future of creativity particularly in the context of AI. “Five years ago, I never thought that a machine, something like AI, will replace what it means to be human,” she exclaimed. 

The CEO discussed media, how creativity is placed and how AI can help with it all. “AI is going to ask us fundamental questions on what it is to be human. “It’s only fair to say that at the moment, we’re standing at the edge of a precipice when it comes to AI and data,” reflected Ingram. She asserted that the power that AI has, it is changing the way, we are teaching people, it is changing the way products are generated and that in the end will change creativity. 

She revealed that if you actually Google search, you will see 4.9 billion searches for creativity and 4.2 billion searches for AI. “AI is becoming as important in people’s minds as creativity,” Ingram said.

Addressing the dilemma whether AI is a friend or foe, she reflected, “What I found distressing is that when you think about AI, people are very concerned about their jobs and the consequences. When we look at Facebook, American elections and what happened, we think that is the information that AI fetches is a help to creativity or is it going to dampen the impact and differentiation.” 

Ingram shared that her contention today is that there is nothing new in AI. “What’s new is the power of what we can do with AI and the power of how it can either help us with creativity or take away from it,” she pointed out. 

She highlighted AI’s power of prediction. “Humans have emotions and that may affect our predictability. The machine has the power to predict like nothing else can. It enables us to predict cancers and generate personalized medicines. It’s enabling us to save the world. Products, after all, are things that solve problems. Our job is around producing and marketing of these live-changing products. I believe it will change the world to something much better than what we are seeing.”


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#e4mConclave: Be there today to know how AI will transform marketing

Today at the exchange4media Conclave, decision makers from the media & advertising industry will discuss trends that assist them in growing the overall business

exchange4media Staff 1 day ago

e4m conclave

AI in marketing is gaining ground with more and more brands incorporating machine learning to leverage customer data and enable behavioural targeting. With the evolution of big data, digital marketers can build a clearer picture of their target audience, which can greatly boost their campaigns’ performance and ROI.

The 16th edition of exchange4media Conclave will bring together thought leaders from across the globe to give an in-depth insight on how AI is changing society and the foundations of business. The event scheduled for today in Mumbai will follow the theme of ‘Marketer and Machine: How will AI transform marketing?’

Today, some of our key speakers include Tamara Ingram, Chief Executive Officer of J. Walter Thompson Company, who will be the headline speaker at the event, speaking on the topic ‘Artificial intelligence and Art’. The next special address will be by Ashutosh Srivastava, Chairman & CEO, AMEA, Russia, and CIS, Mindshare who will talk about 'Decoding Artificial Intelligence & Machine Learning in the Context of Marketing'. RS Sodhi, Managing Director, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) (AMUL) will also give a special address on the topic 'Ground Reality: How Is Tech Transforming Modern Enterprises'. 

This will be followed by a Panel Discussion on ‘Human Insight Vs. Artificial Intelligence’ moderated by and Bindu Sethi, Chief Strategy Officer, JWT India. The esteemed panel includes Navneet Narula, Head of Watson Customer Engagement - India and South Asia at IBM India; Arvind Chintamani, VP Marketing, Colgate Palmolive India; Mayank Shah, Category Head, Parle Products; Anirudh Pandharkar, Head Marketing, VIP Industries; Juzer Tambawalla, Head Marketing, Franklin Templeton; and Pradeep Hejmadi, Group CEO, Aidem Ventures Pvt Ltd.

After an interactive and engaging panel discussion, the evening will move towards Fireside Chat with Vivek B Srivatsa, Head-Marketing - Passenger Cars, Tata Motors in conversation with Vikram Sakhuja, Group CEO, Madison Media & OOH, Madison World, discussing the ‘Power of Print’. This will be followed by our next speaker for the event, Rahul Agarwal, CEO and Managing Director, Lenovo India, who will discuss AI and its implications for organisations and individuals.

A Master Class will also take place simultaneously by Rupin Nanani, Head - Research and Analytics, Zirca, who will cover the topic ‘Building efficiencies with Native Advertising’.

The evening will conclude with the Influencer of The Year Award to be conferred by our past winners CVL Srinivas, Country Manager, WPP and Raj Nayak, COO, Viacom18. The Award honours visionaries who have transformed the industry and inspired the next level of growth while progressively using innovative technology for business achievements.

Come join us today to hear more from our key speakers. Click here:


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Sunfeast Yippee brings its new range exclusively to Bigbasket users for a week

Following the week, it will be distributed to all other e-commerce portals, modern and general trade stores nationwide

exchange4media Staff 1 day ago


Sunfeast Yippee!, ITC Food Division’s popular instant noodle brands, has tied up with online grocery store Bigbasket for its new ‘My’ range. As part of the partnership the four variants from this range (My Crazy Chow, My Madly Manchurian, My Mystery Masala and My Truly Chicken) will be available exclusively at the online grocery for over a week.

Following this. it will be distributed to all modern and general trade stores nationwide. With this one week tie-up the brand hopes for an ‘instant’ feedback from the 25 cities (where Bigbasket has a presence).

Hemant Malik, Divisional Chief Executive − Foods Division, ITC Ltd, explains, “People will taste it and then post it. That gives me the confidence of continuing with all four variants. Is there something that’s lacking? Can I do some quick fix around that?”

With Yippee! ‘My’ range, the brand expands its portfolio to young consumers with unique offerings that reflect their consumption choices and provides a new twist with unique flavour combinations. With Yippee Mallik’s focus is entirely on kids and insists on creating a new generation with the same.  

“We found that there is a generation which has been brought up on Maggi. I need to create a new generation. In kids TG we are the most preferred brand. As they are growing up – We have been there for seven-eight years. So my TG has also grown up and are now 15-16 years old. I want to make sure my new variants cater them" he added.

When asked about the target Malik answers, “We are looking to grow faster than the industry rate of 8-9 per cent.”

Each pack is of 60gms and all vegetarian variants are available for Rs 15 while the non-vegetarian, Truly Chicken variant is priced at Rs 18.

The promotion for this tie-up is happening only on digital. On the site of Bigbasket its landing page informs about the exclusive launch with a contest and combo offer.

Hari Menon, Co-founder and CEO, bigbasket said “Product marketing is witnessing a paradigm shift in India. Many players are also launching their products online thanks to the surge in e-commerce in the country. We are delighted to be partnering with Sunfeast Yippee! to launch the new variants of their widely loved instant noodles exclusively on the bigbasket portal. It is a never-before offer which will not only catapult the popularity of the brand but also resonate with bigbasket's policy of bringing new and exciting offers to our customers. Our endeavour is to make the customer experience better at every step and this partnership will do that and more.”

Menon shared that they are looking at this partnerships with other brands and are aiming for a launch every quarter. The promotion and mainstream marketing for ‘My’ range will start in a month after Sunfeast has achieved ‘ a certain amount of distribution.’

The brand will also work with 80-100 micro-bloggers across India for them to try and taste it. “Let them try, taste, cook it and give their feedback. In fact, our whole TVC is around that as well,” Malik informs. For the Foods Division of ITC Ltd ecommerce platforms contributes to almost 1.5 per cent of the overall sales. “To put it in perspective modern trade is about 13-14 per cent. As marketers, we have to make sure that in every channel our presence is there so that at every access point the consumer is able to get our product.”

Malik is quite content with the progress Yippee has made in the packaged noodles segment. It is Rs 1000 crore brand with 22 per cent market share. He confesses of the category undergoing through a tough time and feels these developments will benefit the category overall.


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KKR names Kaustabh Jha as new Head of Marketing

He joins KKR from ESPN, where he was leading brand and content marketing for both ESPN Cricinfo and

exchange4media Staff 2 days ago

kaustubh jha

Kolkata Knight Riders has appointed Kaustubh Jha as Head of Marketing. He comes with over 10 years of experience in partnerships, content marketing and campaign management. He joins KKR from ESPN, where he was leading brand and content marketing for both ESPN Cricinfo and

Venky Mysore CEO & MD, KKR, said, “We are delighted to have Kaustubh on board to lead the Marketing & fan building initiatives of the Knight Rider brand, which is not only the leading brand in IPL but through our presence in CPL and other initiatives around the world, has genuinely become a global brand.”
Prior to ESPN, Kaustubh was part of Marketing, Business & Consumer Insights team at MTV, Viacom18 Media Pvt. Ltd.


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#DeepVeer wedding: Brands join the ‘band’wagon

From Amul’s utterly-butterly message to Durex India’s sassy wish to them, brands ensured they cashed in on the big celebrity wedding.

exchange4media Staff 1 day ago


The news that Bollywood stars Deepika Padukone and Ranveer Singh have officially tied the knot has left fans in mushy meltdown. The duo finally shared their wedding pictures which have now taken over the Internet and how! From Amul’s utterly-butterly message for the couple to Durex India’s sassy wish to them, brands too ensured they cashed in on the celebrity wedding.

Amul, like always aced it with their witty creative. The brand shared a doodle of Ranveer and Deepika eating buttered toast and wrote, “Ranveer not singhle anymore. The Deepik-tion of taste.”

Condom brands capitalized on this opportunity by sending in some cheeky messages. Durex wished the brand ambassador saying, “We’ve got you covered, Congrats Deepika & Ranveer for officially putting a ring on it,” while Manforce Condoms wrote, “Here are a few options for you to wear on your D-Day.”

Among other brands pouring quirky wishes were Kotak Mahindra and Axis Bank endorsed by Singh and Padukone.

Riding on popular sentiment, Kotak Mahindra’s ad featured Ranveer Singh with the message- ‘Card mila kya?’ The brand also launched a separate film congratulating Singh and inviting India to celebrate the wedding of the year using the hashtag #BankBaajaBaraat. 

Axis Bank released a beautiful ad saying that as the couple gears up for the big day, their joy and happiness is ours but their big day is theirs.


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Ranveer & Deepika- The next power couple for brands?

Guest Column: In the past, Bollywood power couples have always been the first choice among brands in India says Pranay Swarup

Pranay Swarup 2 days ago


Deepika Padukone and Ranveer Singh (read: DeepVeer) have tied the knot on November 14 after they took to social media, last month, to announce their wedding dates. The wedding officially marks their entry into an exclusive club of ‘Power Couples’ which includes the likes of Anushka Sharma-Virat Kohli, Ajay Devgan- Kajol, Akshay Kumar- Twinkle Khanna and Saif Ali Khan-Kareena Kapoor.

By definition, a power couple is a relationship consisting of two individuals who are each successful and influential in their own right. Companies use these couples to gain mass awareness for their brands and products. Brands are aware that consumers and fans show a keen interest in staying up to date with celebrity relationships. They play to this consumer insight by creating campaigns that feature influential couples. And by tapping into a power couple’s reach and impact, brands can target each partner’s unique following and voice.

In the past, Bollywood Power Couples have always been the first choice among brands in India. This is evident when we look at Anushka-Virat who have appeared and boosted reach for Indian ethnic-wear brand Manyavar, Ajay-Kajol for Lifebuoy, Akshay-Twinkle for PC Jeweller and Saif- Kareena for Metro Shoes, respectively.

Interestingly, Deepika and Ranveer currently work with brands that have conflicting interests. Here are 5 Rival brands that Ranveer and Deepika have endorsed in the past:

1. Make My Trip V/S Go Ibibo Over the course of 2018, Ranveer Singh has appeared in multiple Make My Trip ads, along with Alia Bhatt. Meanwhile, Deepika Padukone is the brand ambassador of Go Ibibo, another app which lets you plan your travel.

2. Oppo V/S Vivo Amid intense competition in the smart-phone industry, Deepika and Ranveer are seen endorsing Oppo and Vivo respectively.

3. Kotak Mahindra V/S Axis Bank In the banking space, Ranveer Singh was appointed as the brand ambassador of Kotak Mahindra Bank earlier this year, while Deepika Padukone has been the brand ambassador of Axis Bank since 2014.

4. L’Oreal V/S Head & Shoulders Deepika, in 2017, was announced as the global ambassador of beauty brand LOréal Paris, joining the likes of Jane Fonda, Blake Lively, and Aishwarya Rai Bachchan. Whereas, Ranveer became the face of anti-dandruff hair-care brand Head & Shoulders in 2016.

5. Asian Paints V/S Nerolac Deepika Padukone has been closely associated with Asian Paints, while Nerolac Paints roped Ranveer Singh as their brand ambassador.

Now, this raises a question; will their past associations affect their future endeavors together? We think not. According to us, between Deepika and Ranveer, there could be three entities, two of them would represent both of them individually and one together as a power couple. The stars could then continue their individual endorsements and take up new businesses together.

Both Deepika and Ranveer have a strong individual impact on consumers and the wedding will only scale up their brand value as a couple. For brands that are trying to target young married couples and youth alike, the combined brand value of DeepVeer would prove to be a very lucrative and tempting opportunity.

Ranveer and Deepika have a combined following of close to 90 million fans on social media. They are the new celebrity royalty couple after Virat-Anushka, we can expect to see them coming together to endorse brands in the clothing, jewelry, fitness, luxury, and home products space


(The author is the Co-Founder and CEO of Chtrbox)

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

Co-Founder and CEO of Chtrbox


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Laqshya Media Group partners with Comkeys, France

The business will take the form of a strategic alliance bringing Mediakeys brand to India, leveraging Laqshya Media Group’s local resources and Comkeys international resources

exchange4media Staff 2 days ago

Laqshya media

Laqshya Media Group announced a strategic alliance with Comkeys, a leading independent international communications group. Together they will bring, Mediakeys to the market. Mediakeys is a specialised international media exchange which works with brands to fulfil and execute across international media budgets.
Out of Home is a $29 billion market, accounting for approximately 6 per cent of the $500 billion global advertising spending. As per a study by KPMG in India and Google, global cross-border B2C e-commerce is set to rise at 25 per cent CAGR to approximately USD1.5tn in 2022 and thus Indian brands are now looking at international markets.
With the consumerism and mobility among Indian audiences riding high, the OOH market is busy and bustling. Advertising expenditure in the outdoor media market, such as billboards and transit advertising, is set to soar this year, clocking 15 per cent growth year on year. Since it cannot be skipped by consumers or blocked in outdoor environments, the out-of-home (OOH) medium has remained the core channel to reach mass urban audiences.
Alok Jalan, Managing Director, Laqshya Media Group said, “The OOH industry is ever evolving, and we have to change according to our clients ever changing needs. Like any other advertising medium, you can’t turn it off or turn the page or throw it in the bin. You can't beat outdoor for sheer audience size, even a handful of strategically placed hoardings can get market penetration that beats any major event! Also, outdoor is high-impact as well as low-cost and they convey the message day or night and rain or shine. To stay ahead of the times, we are privileged to partner with a big international agency like Comkeys SAS of France to bring Mediakeys to India. We will start this engagement with Mediakeys in November 2018.”
Speaking on the partnership, Paul Cahierre, Founder and CEO, Mediakeys said, “India is a strategically very important market for us and our clients. We have been long considering our options to enter this market. Laqshya provides us with the best in class capabilities to further support our growth in the region and to develop growing sales for Indian brands outside of India.”


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