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Coffee brand Beanly raises seed investment from marquee investors

Beanly has been founded by Rahul Jain and Samayesh Khanna

e4m by exchange4media Staff
Published: Nov 24, 2022 8:21 AM  | 2 min read
Beanly

Beanly, an early-stage consumer brand in the coffee space and an early-stage D2C start-up known for innovations in the coffee category, closed its seed investment from a clutch of angel investors.

Beanly has been founded by Rahul Jain and Samayesh Khanna.

“We’re excited to further our mission to make quality coffee a household staple. We have white labelled our products for several coffee players over the last 3 years and watched the freshly brewed category develop immensely,” the founders said. “We now think the time is right to focus on our brand and build Beanly's presence online and offline.”

Driven to become a major player in the segment Rahul & Samayesh added, “As part of that mission, we’re committed to elevating the undervalued but significant coffee industry in India.”

Investors in the seed round include many entrepreneurs like Dr. Annurag Batra, Chairman at BW Businessworld and exchange4Media Group; Deep Bajaj & Mohit Bajaj, Founders at Sirona Hygiene; and investors Rohit Jain, Vikash Chowdhury and Abhishek Ravi.

Dr. Annurag Batra said, "Coffee consumption is growing in India at a rapid pace. Beanly is well positioned to accelerate and trailblaze that coffee culture. I have known Samayesh and Rahul for a long time and I have seen the speed at which they innovate.”

"Both Samayesh and Rahul are incredible founders who love coffee like no one else we have ever met. Their passion and drive are infectious. The kind of innovations they have brought in the category and wish to bring in the future has the potential to disrupt this segment. Hence, we decided to support them,” added Deep Bajaj.

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AB de Villiers becomes the face of FairPlay

The cricket legend has entered into a long-term agreement with FairPlay

By exchange4media Staff | Dec 9, 2022 1:30 PM   |   1 min read

AB

AB de Villiers has entered into a long-term partnership with FairPlay as their ambassador.

“FairPlay has always been at the heart of everything I have done,” says the upbeat South African, “so it feels like a natural fit. We want people to have fun, to be careful and responsible in everything they do… and, of course, to play to win.”

A FairPlay spokesperson said: “We are excited to work alongside ABD and to celebrate the spirit of sport which he represents. We look forward to a long and fruitful partnership.”

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‘We are living a reel life more than real life’

A panel of content creators came together at e4m Content Jam to share their insights on ‘creating value for brands’

By exchange4media Staff | Dec 9, 2022 1:09 PM   |   3 min read

Panel

Content creators are becoming a huge part of brand marketing in today’s world. While content earlier just used to be for television, now digital and social media have paved the way for influencers to create value for different companies. e4m Content Jam held in Mumbai on December 8th witnessed a panel discussion between content creators and how they were redefining the customer journey.

The panel was titled ‘The roadmap to create value for brands: The power of creation, co-creation & collaboration.’ It was chaired by Makarand N, Vice President: Content+, Mindshare. Others on the panel were Abhishek Gupta, Chief Marketing Officer- Edelweiss Tokio Life Insurance, Amit Sethiya, Head of Marketing- SYSKA Group, Esha Nagar, Managing Director- Nepa, Naveen Murali, VP - Head of Marketing- Pepperfry and Samyukta Ganesh Iyer, Vice President and Head of Marketing- Kaya.

The discussion was about how collaborations with influencers, events and content creators were helping build brands and how marketing is moving beyond traditional media.

Amit Sethiya, Head of Marketing- SYSKA Group spoke about how they believe in where to put the money when it comes to marketing different categories. “I think the moment you hear the brand name Syska, the first thing that comes to your mind is obviously LED lights because that's what the journey started with around eight to nine years back. So, when we are talking about content creators, for us, it completely depends upon which segment you are addressing in terms of your marketing programs.

If you look at categories like led and wires and fans, I think there we are able to bring in the typical brand ambassador and put this in the entire marketing programs and serve content to the audiences. Now, when you look at the new age categories, like grooming appliances, wearables, hearables and smart home products in these categories, I think we realized that it's not really important for us to invest huge money in bringing the face to the brand because ultimately the millennials, and the Gen Zs are still discovering their passion. They're trying to identify themselves. So, I think there are different mindsets.”

Esha Nagar of Nepa explained the content creation ecosystem in the most elaborate yet brief way possible. “I think it's just that we are living in reel life than real life at the moment. If we talk about the world today, we're sitting with consumer creators at a tally of 50 billion content creators and for this planet earth with 8 billion humans, that's a big number on content creation itself. So that's happening on the creative side and creative or creator economy.

If we talk about brands, I think that it has never been a better time when brands wanted to create communities, when brands wanted to create more long-term effect of how they're engaging with the consumers, and how much they could sort of push themselves from being undifferentiated commodities to being very differentiated personas. So, there's this creation happening, there's a need for the brands and on the other side, the consumer has started believing in purpose, which is what is the brand really standing for? What are you really giving to me from a short-term or a long-term perspective? Because we are opening up to a generation of doers with Gen Z Gen Alpha coming our way. So, I think it's brands, consumers and a parallel stream of creation and it just converges like magic. There is a need, there is an offering and there is consumption. So, this is what is happening which is the complete explosion, which is giving rise to a creator economy like never before.”

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ICMA 2022: Evening In Pictures

The 7th edition of the Indian Content Marketing Awards was held on Thursday

By exchange4media Staff | Dec 9, 2022 11:00 AM   |   1 min read

ICMA 2022

exchange4media Group on Thursday hosted the Indian Content Marketing Awards (ICMA) 2022. Mindshare was honoured with the platinum award for ‘Agency of the Year’, and Hindustan Unilever Limited (HUL) won the ‘Brand of the Year’ title.

The Indian Content Marketing Awards aim is to provide recognition to outstanding content marketing campaigns and content makers who are doing path-breaking work in the content marketing domain.

We bring to you some glimpses of the evening.

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HUL wins Brand of the Year title at ICMA 2022

The FMCG giant bagged 7 gold, 6 silver and 4 bronze metals for insightful and outstanding content marketing campaigns

By exchange4media Staff | Dec 9, 2022 9:32 AM   |   1 min read

HUL

Hindustan Unilever Limited (HUL) was named ‘Brand of the Year’ at Indian Content Marketing Awards (ICMA) 2022. The FMCG giant also won 7 gold metals, 6 silver and 4 bronze metals for their insightful and outstanding content marketing campaigns.

HUL took home gold metals for their campaigns across different categories. The brand won 2 gold for its Bru campaigns- ‘Aanandam Aarambham - Happiness Starts with Bru’ under the ‘Best Content Marketing on OOH platforms’ category and another one in the ‘Best Use of Character Led Branded Content’ category.

It bagged gold for its ‘Idhu Namma Tea(m) - Bringing Together Tamil Nadu for their Yellove’ campaign under the ‘Best Content Marketing on Films’ category and ‘Trixy Cinegame - Bringing alive 3 layers of fun’ campaign and #GameStaminaKa - Breaking Gender Barriers in Gaming campaign under ‘Best Content Marketing Using Online Gaming’ category.

The FMCG giant also won gold for its 'Tantir Rong' campaign under the ‘Best use of regional content category’ and for its ‘Cook with Makapa campaign under the ‘Best Content Marketing to Launch or Relaunch a Brand’ category.

ICMA provides recognition for impactful content marketing campaigns and content makers. This was the 7th edition of the Indian Content Marketing Awards. 

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Businesses now need to respond to customers’ willingness to come online: Mayank Bathwal

At e4m Content Jam, Bathwal, CEO of Aditya Birla Health Insurance, spoke to Nawal Ahuja, Co-founder, exchange4media, on how the BFSI sector was using marketing effectively

By exchange4media Staff | Dec 9, 2022 8:55 AM   |   3 min read

Mayank Bathwal

The sixth edition of the exchange4media Content Jam, held in Mumbai on December 8, saw the coming together of industry heads from across categories, as well as marketing experts and ad bosses, for a day filled with engaging and interesting conversations and discussions.

Mayank Bathwal, CEO- Aditya Birla Health Insurance, started the day, speaking to Nawal Ahuja, Co-founder, exchange4media, in a freewheeling conversation on ‘how the BFSI sector is using marketing effectively to get millions of people to insure their lives’.

Perhaps only naturally, the conversation began with Covid-19 and its impact, with Ahuja observing that while digital penetration and awareness around health had significantly gone up during the throes of the pandemic, the same had since waned.

On being asked how the insurance sector had been impacted by the same, Bathwal started by noting he was a business head, and not a marketing expert. “Like every other sector, we were affected by how people looked at digital, because there was no other option. The physical world was non-existent. There were two-three things that impacted us specifically. There was always a portion of the population that was already comfortable with digital, but there was also a portion that wasn’t and they also switched to digital,” he shared.

As an example, Bathwal spoke about one of his company’s products, called ‘Doctor on Call’, which nobody used to use. “We introduced it very early, and no one ever used it. We were well ahead of our time in 2016 when we brought in that facility. Suddenly, during Covid, it became a huge hit because digital was the way of interactions.”

Furthermore, Bathwal spoke about how the push towards digital allowed the brand to reach out to customers at scale, and, more importantly at a hyper personal level.

The CEO of Aditya Birla Health Insurance then went on to go into the nitty-gritty of the business, explaining, “We run our health insurance business very differently from what you’d traditionally experience from the same. Health insurance is usually what I’d call sickness insurance or sickness funding, and I don’t think that's the way the category can run because you’re building a lifelong relationship with a consumer that needs to be more meaningful and more positive, rather than fear engagement.”

 “We are a health-first insurance service, which engages with our customer first on health, and then insurance if something happens. Now something like that needs high-scale engagement, and needs to be very personal, which we excel at,” he said, adding that the pandemic saw that digital adoption go up, and open up to new categories like senior citizens, who were earlier wary of coming online for such important things.

“Now it’s up to businesses to respond to customers’ willingness to come online in a way that makes it more relevant to them. This is the response we’ve got from them, and now it’s our time to respond back to them in a meaningful way,” said Bathwal.

 

 

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Mindshare takes home Agency of the Year Award at ICMA 2022

The global media & marketing services agency walked away with 13 gold, 14 silver and 11 bronze metals across categories

By exchange4media Staff | Dec 9, 2022 9:31 AM   |   2 min read

Mindshare

Mindshare was named ‘Agency of the Year’ at the Indian Content Marketing Awards (ICMA) 2022. The global media and marketing services agency also walked away with 13 gold, 14 silver and 11 bronze metals across categories for its outstanding content marketing campaigns.

Mindshare won gold for its ‘Castrol Super Mechanic Contest’ for its client Castrol India Pvt Ltd in the Automobile category. It also bagged 2 gold metals for ‘Demystifying Stock Trading Through Cricket’ campaign for Upstox (RKSV Securities Pvt Ltd) under the Best Content Marketing category on Television and Best use of mobile content category.

Continuing with its winning spree, the agency won 5 gold metals for its client HUL for ‘Aanandam Aarambham - Happiness Starts With Bru’ campaign under the ‘Best Content Marketing on OOH platforms’ category and ‘Best Use of Character Led Branded Content’ category, for its ‘Idhu Namma Tea(m) - Bringing Together Tamil Nadu for their Yellove’ campaign under the ‘Best Content Marketing on Films’ category, ‘Trixy Cinegame - Bringing alive 3 layers of fun’ campaign and #GameStaminaKa - Breaking Gender Barriers in Gaming campaign under ‘Best Content Marketing Using Online Gaming’ category.

The agency took home gold for Castrol Super Mechanic Contest campaign for its client Castrol India under the ‘Best use of community building category’, for HUL’s Tantir Rong campaign under the ‘Best use of Regional Content’ category. Mindshare Fulcrum bagged gold for Castrol Super Mechanic Contest campaign for its client Castrol India. Mindshare also took home the award under the Content Marketing Agency (Large) category. The agency has also won silver and bronze for some of its other impressive campaigns.

In the Excellence Awards category, Eashani Chandekar of Mindshare was the 1st runner up under the ‘Young Professional of the Year’ category.

ICMA provides recognition to the impactful content marketing campaigns and content makers who are doing magnificent work in the content marketing domain. This was the 7th edition of the Indian Content Marketing Awards. 

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Industry experts deliberate on the challenges in ‘building brands for tomorrow’

The Pitch Brand Talk 2022 panel discussion saw industry leaders share innovations and ideas for tackling challenges and understanding audience preferences

By exchange4media Staff | Dec 9, 2022 8:41 AM   |   6 min read

Pitch brand talk

The business environment has been volatile, uncertain, complex and ambiguous, and the marketing environment has been quite brittle, anxious, non-linear and incomprehensible. To discuss these challenges and more, Pitch Brand Talk 2022 saw a panel discussion on the subject “Building brands for tomorrow”.

On the panel were Dr Ipsita Chatterjee, head - innovation development and brand strategy, Lotus Herbals; Nupur Gupta, head – LTV products and partnerships, Sportz Village; Ruchika Gupta, chief marketing officer, Luminous Power Technologies; Sandeep Ranade; executive vice president and head of quantitative research, Hansa Research Group; Shivam Ranjan, head of marketing - India, Motorola Mobility and Vinit Kapahi, head of marketing, Aviva India. The session was chaired by Sudhakar Rao, director, ICFAI Group.

Opening the session, Rao said: “The challenges are - how brands can navigate these difficulties and how to build brands while making sure that you are building themselves for tomorrow and yet align your brand vision with the business growth.”

As for Kapahi, a brand has to clearly have a purpose. “A purposeful brand has to solve a problem or an issue at hand. You may have great products and great services, and if it cannot do either of the two, it cannot become a great brand. Also, the one thing you really need to look at is, the audience today is not really looking at what you have to offer; they are looking at how you are going to make their life easier. And it is not really about sitting in boardrooms and talking about positioning and purposes – that is one part of it. You may do all that but whatever you are communicating to a consumer, if you do not breathe and live within the organisation then it really does not solve anything. First and foremost is that within the organisation, everybody has to know what is that one particular thing that you are going to do for the customer before you go out and really talk about it. It has to be authentic and cannot be just a show.”

When asked if there is anything unique that her brand has done to remain relevant, Chatterjee pointed out, “In the beauty and personal care space, you would see that terms like conscious consumerism, green beauty and clean beauty are becoming popular today. But Lotus has always been the pioneer and has championed these causes ever since the launch of the brand about 30 years ago. I think the greatest asset has been staying true to our values and also not getting affected by whatever is happening in the market. Albert Einstein had said – Intelligence is measured by the ability to change. And that is how we have survived all these years. We are adaptable, nimble and agile,” she said and illustrated with an example. “Beauty and personal care were the worst affected during the pandemic. However, we took quick changes and decided that the digital transformation has to happen quickly. We finished the digital transformation in three months, which normally takes about nine to ten months. Now, within two-three years of its inception, Lotus Botanicals is number one on every e-commerce platform,” she added.

Speaking about the purpose of her organisation, Nupur said, “Our purpose is to get kids to play. It started 19 years ago with a very simple purpose that kids need to play and that we need to create opportunities for them to play. That is how we link that access with the brands to help them live out their purpose in the schools,” she said and shared an example related to Tata Tea's Jaago Re campaign. “That is not just contained on social media, we helped them walk the talk on the ground through our school access by creating a Tata Tea Suraksha campaign, in which the campaign was centered around women empowerment and self-defence. So, we created self-defence classes which were run for one lakh girls in 340 odd schools across the country. That is how we help brands live out their purpose inside the schools.”

Next, Rao asked Ranjan what could be learnt in the face of adversity and how one could align the vision of the brand with the business growth targets that you have. Rao asked, “Was there any dissonance and if so, how was that managed and navigated through.” Explained Ranjan, “As an organisation, Motorola has seen a rise in the past. We were one of the largest selling mobile smartphones in the world and then we saw challenging times when we had to take a step back only to come back again. The purpose although, I believe, has always remained the same. And I believe that is the same for any organisation. Purpose has always been the use of innovation to create meaningful consumer experiences, which was behind us inventing the mobile phone in the first place. The purpose has remained the same and the steps that we have taken as a business as well as in terms of consumer communication has been in-sync with the purpose.”

Ruchika spoke on how we could make sure we have a purpose and live through that. “I think the brand purpose or business purpose requires a certain amount of conviction – you need to be actually buying into it as it can come across easily as a stopgap or a statement. So, you need that true conviction. What you also need is consensus. And the biggest one of them all is just to have the courage because building that brand purpose or that business purpose will need investments, time, patience and might also need a hit on your ROI for a certain amount of time. But if you have the conviction and the consensus behind it, the courage will take you through,” she said.

Ranade shared his insights on the kind of dissonance he notices between the brand vision and the pursued path. He elaborated, “It is more how consumers are looking at the brand. Every brand will have a vision and a purpose when it comes into play but, like what we talked about here, there are so many insurance brands. If I am an insurance brand and even if I do have a purpose of positioning, I have to figure out how to make sure that the consumers know about me and look at me differently. That's an example.”

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