Marico collaborates with actress Priya Mani for Saffola Honey's new campaign

The TVC highlights the purity of the product, which is also accredited with the famed NMR certification

e4m by exchange4media Staff
Published: Nov 11, 2021 3:42 PM  | 2 min read
Saffola Honey campaign

Marico Limited has been successfully innovating and reinforcing its presence in the healthy foods and immunity-boosting category over the past year. The brand Saffola Honey has also collaborated with the renowned actress Priya Mani for its new TVC campaign. 

Speaking on the brand’s focus on purity and its TVC, Sanjay Mishra, Chief Operating Officer, India Sales and Chief Executive Officer, New Business, Marico Limited commented, “While honey is a popular natural sweetener and is consumed by many in India, the adulteration in honey through added sugar is a widespread problem. At Saffola, we are committed to delivering only the best-in-class products sourced, processed, and delivered to the consumer by following the highest levels of quality controls and standardisation. Saffola Honey is tested through one of the most advanced Nuclear Magnetic Resonance testing technique in specialised laboratories of Germany to ensure Saffola honey is free from any added or exogenous sugar. We are also delighted to collaborate with Priya Mani for our TVC, which aims to generate a conversation around the need for Indian consumers to demand the certification of purity and quality of the products they consume.”

Talking about the association for new TVC, Priya Mani said, “Saffola has always been a trusted partner for India’s quest towards a healthy lifestyle. With Saffola Honey, Marico Limited has taken the superior quality they are known for a step further, by creating a product that does not compromise on anything and is accredited with the famed NMR certification. I am honoured to be associated with Saffola Honey and am excited to bring lasting change into people’s lives with this campaign.”

The TVC shows a lady at a coaching centre and a parking lot where she asks for proof of the authenticity of the claims made by the store owners and the security guard, respectively, who are unable to offer a suitable reply. In the 3rd scene, the lady asks for proof of the claim made by salesman in a supermarket that Saffola Honey is 100% pure. In response, the salesman asks the lady to refer to the pack of Saffola Honey which mentions it passes all government standards and is NMR tested for sugar adulteration. The salesman further explains that NMR testing can detect even the smallest amount of adulteration, thereby assuring the lady of the product’s quality and purity, which impresses her. The final scene shows the lady joining the shopkeeper to encourage the viewers to purchase Saffola Honey which is a pure honey.

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Amazon eCom biz in India will turn profitable: CEO Andy Jassy

The company has posted 8.5% revenue growth for last quarter of 2022, beating expectations

By exchange4media Staff | Feb 4, 2023 11:49 AM   |   1 min read

Amazon

Amazon's eCommerce investments in India will in time become large and profitable for the company, CEO Andy Jassy said during the company's earnings call, as per media reports.

Amazon has posted 8.5% revenue growth for last quarter of 2022, beating expectations.  

Jassy further said that the company was looking at ways to further cut and streamline costs.

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Ranveer Singh to be the face of Nutella in India

The association was announced with a video in which the actor ‘proclaims his love for the brand’

By exchange4media Staff | Feb 4, 2023 8:33 AM   |   2 min read

Ranveer

Nutella has signed actor Ranveer Singh as its brand endorser for the Indian market.

Singh will promote the Nutella brand across digital and offline marketing channels as well as be an active part of their various campaigns.

Nutella India made the announcement in collaboration with the pan-India star Ranveer Singh’s social pages through an entertaining video, where the actor is seen engaging in a rapid-fire round on ‘what comes to my mind when….’ and proclaims his love for the brand.

In addition, to celebrate the association and the announcement, Nutella in India is also doing an online limited-edition Nutella jar featuring Ranveer Singh on the label as a giveaway to fans of Nutella and the star. Interestingly, the jar is packaged in a box that when scanned under a curated Instagram AR lens, triggers the actor in an augmented reality avatar on top of the box and is seen delivering a special message on this collaboration.

Speaking on the collaboration, Zoher Kapuswala, Marketing Head, Nutella brands, Ferrero India Pvt Ltd. said, “We are delighted to have Ranveer Singh onboard as our brand endorser for the Indian market. His personality exemplifies energy which is in absolute sync with the brand’s ethos. This, combined with his famous love for Nutella makes this announcement even more exciting for us. Leveraging the actor’s strong connect with our consumers, we have a lot of exciting engagements lined up with Nutella.”

Ranveer Singh commented, “I am excited to announce my association with Nutella. Nutella has always held a special place in my heart. I’ve been a fan ever since I was a child and my love for it has only grown over the years. I am stoked to be part of the Nutella journey in India and help bring alive their vision of making tasty breakfast and desserts.”

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Pathaan: How Epigamia and Emaar Properties are enjoying the spotlight

The two brands have been featured in the film, which has already raked in Rs 700 crore at the box office

By Tanzila Shaikh | Feb 3, 2023 7:42 PM   |   4 min read

Pathaan

I love sugar-free yogurt, says Shah Rukh Khan as he and Deepika Padukone plan a heist in their recently released much-awaited blockbluster film Pathaan. This one line by Shah Rukh has, arguably, created more buzz for dairy brand Epigamia than any marketing strategy would ever have. Same is the case with Emaar Properties. The actor has a big fan following in Dubai and so an association with the film for a scene in the country was an opportunity not to be missed for the real estate company.While Shah Rukh was shown relishing Epigamia for nearly 40 seconds, Emaar Properties has been featured during a fight scene in the spy thriller flick.

Brand integration has always been an interesting channel for brands to make a mark in the audience minds who watch their favourite stars in the theatres with undivided attention.

In Pathaan’s case, feels Lloyd Mathias, Business Strategist and Angel Investor, the association will create an impactful recall value for the two brands in the minds of consumers. "A very positive rub-off happens to the brand when it has associated itself with a movie that has stars like Shah Rukh, Deepika, Salman and John. It will be a lasting product in the consumer's mind. Such associations bring a lot of value for the brands as consumers have an active mind while watching movies in theatres."

Sharing how such associations help brands, Nisha Sampath, Brand Consultant and Managing Partner, Bright Angles Consulting, explained, "Today people are noticing product placement and people talk about it. People are aware and that also helps brands to get into conversation into a larger cultural context. There is some degree of awareness that is getting generated at a much more value for money preposition than taking the celebrity themselves, signing up a contract. So it’s a very cost-effective way to leverage upon."

She added, “The integration can be done in a way that it can get the brand into pop culture. One great example is ‘Munni badnaam hui’ song that used the name of Jhandu Balm.

So as Pathaan goes on to have a dream run at the box office with a collection of Rs 700 crore so far and with people standing in queues to catch the spy thriller, we are sure the two brands are enjoying the spotlight and their share of fame.

Talking about advertisers’ interest in the movie, Rajender Singh Jyala, Chief Programming Officer - INOX Leisure Ltd, said, “The release of Pathaan is not only drawing audiences to the big screen, but also a significant number of advertisers are looking to tap upon the hype around the movie. We are witnessing a renewed rigour among the advertisers, which is only getting better with the release of this film. The entire country is looking forward to this much anticipated release, which is an absolutely encouraging sign, not only for the cinemas, but also for the entire film industry. The way the Bollywood craze has come back to life, augurs well for us, and we are sure that the content line-up in the near future would sustain this hysteria."

Meanwhile, talking about how the film is being loved by all, Gautam Dutta, CEO, PVR Ltd., said, “While we had a phenomenal opening of Pathaan with advances of close to 5 lakh admissions for the first long weekend. We expect the film to surpass this figure in the first day of the release itself. The movie has a national appeal, including south India where it is being dubbed in Tamil and Telugu. Post the pandemic, this is the first original Hindi movie that has generated such a good response. Dubbed Hindi versions of regional movies have been doing well though.”

“While regional movies performed exceptionally well post-pandemic, the underperformance of Hindi films due to multiple factors did impact the industry-level collections.  The trend is likely to change with a robust pipeline of Hindi Movies in 2023. Keeping in mind the buzz index and the star cast of the mega-blockbuster movie, brands have shown appreciable interest to advertise. Tent pole movies like this will certainly give an upswing to cinema advertising in the next fiscal to reach pre-pandemic levels,” he added.

Devang Sampat, CEO of Cinépolis India, echoed the sentiment. “Pathaan is being received extremely well by audiences. We have seen record advance bookings and the first reviews are quite positive. We have had a number of big Bollywood hits this year, starting with The Kashmir Files and then the likes of Brahamastra, Bhool Bhulaiya 2, Drishyam 2 among others. Having said that, this movie is expected to create new benchmarks for the industry.”

 

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Emami’s revenue grows 1% in Q3FY23

Profit at Rs 237 crore grew by 8%

By exchange4media Staff | Feb 3, 2023 5:16 PM   |   3 min read

emami

Emami Limited has announced the unaudited financial results of the company for the third quarter and nine months ended 31st December 2022.

The company’s consolidated net sales at Rs. 975 cr grew by 2%; Revenue from Operations at Rs. 983 cr grew by 1%.PAT at Rs. 237 cr grew by 8%.

EBIDTA at Rs. 294 crore contracted by 14% due to inflationary input costs, inclusion of new subsidiary costs, and strategic outlays on distribution expansion in rural, digital and modern trade channels, the company said.

“During the quarter, demand patterns for the FMCG sector remained sluggish, with rural markets experiencing continued demand pressure. Further, a warmer winter season across the country impacted sales even more. In the given macroeconomic context, Net sales at ₹975 crore grew by 2% and Revenues at ₹983 crore grew by 1% during the quarter translating into a healthy 3 year CAGR of 7% compared to the pre-pandemic period,” they shared in a statement.

Domestic business grew by 1% during the quarter translating into a 3 year CAGR of 6%. While rural markets remained muted, urban centric new age channels like Modern Trade continued to grow strongly by 20% and e-commerce by 45% during the quarter. Both Modern Trade and eCommerce put together now contributes to 18.4% of domestic revenues against 13.8% in Q3 last year

International business grew by 7% during the quarter translating into a 3 year CAGR of 13% inspite of several key markets facing geopolitical challenges. The growth has been mainly driven by strong performances in markets of MENA, CIS, Bangladesh & SEA.

During the quarter Gross margins at 65.9% contracted by 150 basis points due to inflationary pressure and favourable portfolio mix last year. EBIDTA at Rs. 294 crore declined by 14% over previous year due to inclusion of new subsidiary costs, and strategic outlays on distribution expansion in rural, digital and modern trade channels.  However, Profit after tax at Rs. 237 crore grew by 8% over previous year.

Harsha V Agarwal, Vice Chairman and Managing Director, Emami Limited said, “The environment has been challenging due to high inflation, consumption slowdown, poor rural growth and a warmer winter. In the given circumstances, we have delivered satisfactory performance with a 7% revenue growth on a 3 year CAGR basis in Q3FY23. We continue to invest strongly behind our power brands, innovations, channel expansions and distribution optimizations. We believe that these sustained efforts will help us achieve sustainable and profitable growth”

Mohan Goenka, Vice Chairman and Whole-Time Director, Emami Limited said, “Notwithstanding the muted consumption patterns, our focus on innovation remains strong. Our new launches and digital first NPD’s have contributed 4% to our Domestic net sales during the quarter and new age channels viz. Modern trade, eCommerce and D2C continue to grow in excess of 20%. Our International business also reported 7% quarterly growth despite tough market challenges in Bangladesh, Nepal and Sri Lanka.”

 

 

 

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Marico PAT up 6% in Q3FY23

Advertising and promotional spends was at 8.9% of sales, up 3% sequentially

By exchange4media Staff | Feb 3, 2023 5:12 PM   |   1 min read

Marico

FMCG giant Marico Limited has announced a 3% rise in its consolidated revenue in Q3FY23. The company's domestic volume growth shows resilience at 4% and its gross and EBITDA margin has expanded more than 100 bps sequentially, according to its financial results. Its EBITDA and PAT are up 6% YOY.

Marico's advertising and promotion spends was at 8.9% of sales, up 3% sequentially, said the company.

In Q3FY23, Revenue from Operations grew by 3% YoY to ₹2,470 crores with underlying volume growth of 4% in the domestic business and constant currency growth of 8% in the international business.

"During the quarter, the FMCG sector in India showed some signs of a gradual improvement in overall demand trends, in addition to the festive spirit and oncoming winter season providing some fillip to specific categories," read the company's official release.

Saugata Gupta, MD & CEO, commented, “The quarter was characterized by improving trends in topline and earnings growth as the domestic business witnessed emerging signs of a gradual demand revival, while the international business stood its ground amidst macro headwinds in some markets. It was reassuring to see continued market share and penetration gains in most of our key portfolios and sustained growth momentum in new franchises. As the operating environment is expected to evolve favorably, we will aim to maintain an upward trajectory across growth parameters in the quarters ahead through consistent investment in our brands and focus on execution.”

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'CTV is the sweet spot between digital and television'

Panellists at the e4m TV First Conference shared their perspectives on how connected TV is the essential link between digital and traditional mediums

By exchange4media Staff | Feb 3, 2023 4:51 PM   |   4 min read

TV first

Connected TV is a huge opportunity for brands to reach a vast pool of influential consumers with high purchasing power, according to a power-packed panel of experts at the e4m TV First Conference. The topic of discussion was  ‘TV + Digital – An Advertiser's View’.

The panellists comprised Punit Dharamsi, Vice President -Marketing, AMFI; Pradnya Popade, Head of Marketing and Communications – Samsonite; Samir Sethi, VP & Head of Brand Marketing – Policybazaar.com; Shilpa Desai, EVP & Head, Marketing – HDFC ERGO General Insurance and Anooj Kapoor, Chief Creative Officer, Dangal2. The session was chaired by Nikhil Kumar, Vice President, India & South East Asia – mediaSmart.

Initiating the conversation, Kumar pointed out how consumers switch between TV, mobile, laptops and many more in today’s multi-screen world.

Sharing his views on advertising memos, Sethi noted: “Whenever we are watching television, it is no longer undivided attention that we are giving to television. We are constantly fiddling with our phones – texting friends and colleagues on WhatsApp, answering work-related emails, looking at Instagram reels and a bunch of other things. 

"On the positive side, the phone is completely unengaged because your primary medium of entertainment at that point in time is the big screen (television). So for example, if you are a digital brand and a consumer likes your proposition through advertising, they don’t really have to wait for their next store visit to respond to your communication. They might just pick up their phone and log on to your website and download your app which is exactly what we see.

"We plot the spot data of our TV campaigns along with our website traffic data to figure out what’s happening after we are running ads but also to dig deeper and figure out what components of the media plans are working better than the others for instance what channels, time bands, days of the week and also what creatives are working better. So, when we advertise on television, apart from the long-term brand-building benefits, we also get immediate ROIs. Therefore it acts as a good performance medium apart from being a long-term brand-building medium.”

Sharing her perspective on how the digital and linear world is evolving, Popade commented: “We have reached out to almost 25 per cent of Samsonite affluent audience through FIFA, KBC, Sony Liv advertisements through connected TV because our audience is mainly those who are having 40,000 plus devices. That’s how we could map the data and connected TV is giving you that particular data. Today you can see whether it is a small tab or a 40 or a 65-inch TV.”

Dharamsi noted, “We use each and every medium that is available to us to send out our message. For us, TV gives the reach and digital helps us to create reminder medium, recall, engagement and then get into their consideration set. We use each medium to their strength and try to convert that into consideration for our category.”

Moving further into the conversation, Desai said, “One per cent of GDP is the amount of insurance that gets sold. 99 per cent of the population is not insured. As we understand, television is a very laid-back medium. Digital is a hyperactive medium. Connected television is a very sweet spot between the two and as marketers, you need to nuanced about what is the role of each of these devices in your overall life and hence, the opportunity for advertisers to create some kind of impact.

"What digital has allowed us to do is put a lot of accountability in the way we spend and I think connected televisions give you that sweet spot. If you combine the nuances that digital allows you to leverage along with the medium like television which is one to many, you have a great opportunity to create very compelling advertising provided you understand what’s the play for it.”

From a content standpoint, Kapoor conveyed, “So far as the regular television is concerned, we all know the rules of the game, from an advertiser’s and a content creator’s perspective. In our market, largely soaps and comedy are in the GC genre popular and mass brands advertise on television. I think there are a lot of opportunities for small businesses because sometimes in connected TV, you can approach only a local market. I also see a great opportunity in the digital space in terms of curating specific content to block competition.”

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Ranbir and Alia's 'ekdum solid' relationship is at the heart of new Rungta Steel ad

This is the third TVC for the brand with the star couple

By exchange4media Staff | Feb 4, 2023 6:00 PM   |   1 min read

alia ranbir

Rungta Steel of Rungta Mines Limited (RML) has unveiled its third television commercial focusing on one of the core facets of their brand and company- lasting relationships.



Starring actors Alia Bhatt and Ranbir Kapoor, the actors are seen in an exchange where Ranbir is seen discussing the standout features of what Alia assumes to be about their relationship but turns out it was Rungta Steel TMT Bar that Ranbir talks about- one that is long-lasting, strong, shock-absorbent and stays by your side. The TVC ends with the tagline ‘Ekdum Solid’ indicating the presence of Rungta Steel TMT Bars. 

Arvind Kumar, Senior GM and Head, Sales & Marketing (TMT), said, “The third part of our TVC campaign was conceptualized to communicate the key role of Rungta Steel TMT Bar and services that has enabled our customers to confidently use our product in a plethora of applications. The core thought for the campaign was to bring to focus our relationship with all our stakeholders that is at the heart of everything we do”.

Rungta Steel TMT Bars are meticulously designed using the latest cutting-edge technology in state-of-the-art manufacturing facilities. The product undergoes stringent quality control systems ensuring unparalleled consistency, strength, durability and seamless workability. 

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