Guest Column: All human beings are born entrepreneurs; 13 things that helped us

S Yesudas, MD and Co-founder of #triggerbridge #UnAgency, shares trade secrets of being a successful entrepreneur

S Yesudas 04-January-2018

All of us are just beginning a new year and for us @triggerbridge it also marks another important occasion. We complete a year and half from the time the first ever #triggerbridge invoice got paid by a client; an unforgettable experience at that. And when I look back at the journey, I’m reminded of the very interesting quote by Muhammad Yunus.


The initial few months since my decision to hang up the corporate boots were difficult, particularly after being used to a salary getting credited to the bank before the end of every month, for 20 long years.

During these times I had to constantly remind myself of the purpose and the fact that it was not a stolen idea to be "another" entrepreneur. Frankly, I didn’t know what would become of this eventually. The trials and tribulations were nothing short of the head’s calling to give it up. But as a marathon runner who constantly fights the mind and body game, I had to somehow stay motivated for the “well finished” feeling Vs “finished” feeling (my marathon mates would know the difference) at the medal distribution point.

Today, although, we are far away from the finish point, I can proudly say that the best ever career decision I made was to become an entrepreneur.

I have many people to thank, who came into my life to teach me various lessons including all the letdowns. And surprisingly we also found that we even threatened some agencies, which desperately reached out to other agencies and industry bodies for support to stop us from doing our business, creating fictitious stories. I say thank you to them too for helping build our brand and profile.

We have been constantly evolving. When I look at our journey ahead, with two new client conversations on the very first day of the year and the non-conformist type of talent we would want to have with us proactively reaching out to us, the #UnAgency's purpose of working with brand owners for genuine transformation, challenging many of traditional concepts and wisdom, bringing the Cognitive and Intuitive together, is going to be seen and experienced by at least half a dozen more clients in 2018.

At this juncture, I thought it appropriate to share with you 13 things that I think we did differently vs others, which helped us.

1) A firm decision (against all the urge) that we will not get investors money in till we are able to stand on our own feet and see actual profits in the horizon and that too only if a real scale up compels such need with a fully supported business plan. My belief is that anyone who invests in me should never be disappointed.

2) Never deviate from the purpose and the "Why" But constantly evolve too.

3) In the urge of delivering profits, not to forget the fact that the founder of the business needs to take home at least 60% of what he would have earned as salary. A founder who subsidies his earning is not building a real business.

4) Don’t suddenly start living a compromised life; choice of airlines, hotels, surface transport etc. I felt I can optimize my time and focus better on my business if I didn’t have to waste my time in unproductive things which may have added few thousands to the bottom-line but taken away few hours of my time.

5) Don’t buy people even if takes months to hire the right talent at the right price. But once they are on board and start to produce results, surprise them with monetary rewards when they least expect it

6) Build a collaborative ecosystem with your team. Let them speak and you listen. Let them make decisions. Put them in front of clients, but let the clients know your hands are on their heads

7) Let your team and others you collaborate with know all the challenges and all the good things. Don’t hide anything from the people who are helping you build your dream.

8) Invest time in unscheduled and un-agenda driven conversations with your clients and your people

9) Exhibit childlike curiosity and energy in all your interactions

10) Call a spade a spade. Have well-researched and thought through points of view and stick by the same. Clients respect that
11) Never start offering solutions unless you decode the problem and articulate the same

12) Making the clients aware that Technology is not an untamed animal, but the jargons are. And CRM systems add one more layer of transaction while real Post-sale care is an internal culture

13) Teach your team to be your clients’ marketing team sitting in a different office

Wish you all an awesomely fabulous 2018, filled with good health and peace of mind

S Yesudas is MD and Co-founder of #triggerbridge #UnAgency

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Tributes Pour in for Alyque Padamsee

Ad veteran Padamsee, aged 90, passed away on Saturday

exchange4media Staff 1 day ago

padamsee

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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PlayShifu launches a globe enhanced by Augmented Reality for kids learning

The globe called Shifu Orboot allows children to explore the world beyond boundaries through the companion app, providing an immersive and interactive learning experience

exchange4media Staff 4 hours ago

PlayShifu Orboot Augmented Reality

Playshifu, the brand for educational learning toys for kids in India, launches its new product - Shifu Orboot. The toy is a one-of-its-kind globe enhanced by Augmented Reality for kids learning. In India, it is available on PlayShifu website, Amazon, Flipkart, Hamleys, Toys”R”US, Crossword, Landmark and many other retail stores in metropolitan and Tier II cities.

Shifu ‘Orboot’ allows children to explore the world beyond boundaries through the companion app, providing an immersive and interactive learning experience. ‘Orboot’ app is available on both Android and iOS and works with smartphones and tablets as well. The new product from Playshifu sensitises the young minds to understand the cultures and people around the world making them global citizens. With a passport, country flags and travel stamps included, Orboot completes the experience for the little globetrotter. It is an educational toy for the ever-curious child that sparks curiosity and helps build knowledge, linguistic and cognitive skills.

Commemorating the launch of ‘Orboot’ in India, Vivek Goyal, Founder & CEO, PlayShifu said, “PlayShifu has successfully delivered world-class innovation through PlayShifu’s products to a market which had suffered from a lack of innovation till date. Through the power of ‘Orboot’ and the connected mobile app, now children can travel the seven continents from the comfort of their homes. They can explore the cultures, inventions, monuments, wildlife, cuisines, maps, and weather relevant to each location.”

The digital gameplay is enriched with realistic 3D figures, engaging voice-overs, and regional music. Shifu Orboot has won hearts among children, parents, and educators all across the world and we are gaining great acclamation in India as well. We look forward to bring all new range of Augmented Reality toys for interactive learning of kids in the coming time,” he added.  

PlayShifu has launched its consumer technology products in 11 countries and has participated in the largest global trade fairs including the New York Toy Fair, Hong Kong Toy Fair, and the Nuremberg Toy Fair. Along with other products from Playshifu, Shifu Orboot also sells globally through Amazon and various retail channels in countries like US, UK, Canada, Poland, Germany, Japan, Australia, and the Middle East.
 

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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 2 days ago

Award

 

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 1 day ago

conclave

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 1 day 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 2 days 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: https://e4mevents.com/conclave-mumbai-2018/
 

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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 2 days ago

SunfeastYippeeLaunch

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 ESPN.in

exchange4media Staff 3 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 ESPN.in

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 2 days ago

RanveerDeepikaWedding

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 3 days ago

DPRS

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 exchange4media.com.

Co-Founder and CEO of Chtrbox

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