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Pepsi’s exit is strategic; not expected to affect IPL brand associations, say marketers

While demanding more transparency, brands are eager to partner with the Indian Premier League, notwithstanding the exit of Pepsi

e4m by Collin Furtado
Published: Oct 21, 2015 9:01 AM  | 5 min read
Pepsi’s exit is strategic; not expected to affect IPL brand associations, say marketers

PepsiCo exited the Indian Premier League (IPL) after making its intentions clear a week earlier, to the BCCI, citing that the tournament brought disrepute to the game. The league had come under the scanner after a series of spot-fixing scandals in 2013. The result of this has lead to two teams being suspended for two years along with owners and players being banned from the game.

It is the first brand that has taken such a tough stance on IPL by choosing to exit with two years still remaining on the contract.

Pepsi had signed the five-year deal for Rs 396 crore in 2013, which amounted to approximately Rs 80 crore per year. Vivo has now been signed on as the title sponsor in place of Pepsi for the next two years for an estimated Rs 200 crore.

While the BCCI has managed to get its way out of such a tight spot this time, are there chances of other brands taking cue from Pepsi? Will marketers think twice about associating with IPL?

When controversies strike a property or a celebrity for that matter, brands immediately pull out of their association to avoid any negative backlash. This was seen during controversies that hit Tiger Woods and Lance Armstrong. Even in the current FIFA crisis, many brands are considering backing out.

While many believe it is time for the BCCI to clean up its act and create more transparency in the tournament, others are of the notion that as long as IPL delivers good viewership, brands will be attracted. IPL has also delivered good results for many brands and many will continue with their association. Brands associate with big ticket properties for the media mileage as well as the goodwill it brings them.

Will Pepsi’s exit impact IPL brand associations?

Sanjay Tripathy, SVP - Head Marketing, Product, Analytics, Digital and Ecommerce, HDFC Life doesn’t think that the exit of Pepsi will affect brands wanting to associate with the league. “IPL is a very strong league and produces good results for brands. So I don’t see it having a large impact. In fact, another brand, Vivo has taken the title sponsorship rights soon after Pepsi’s exit.” He further said that Pepsi’s association these past three years has provided the results for the brand. It depends on what the objective of the brand is at a particular time and once that is achieved, a brand can move on Tripathy opined. IPL serves the objective of building the brand’s image. He however felt that trust in the IPL has been affected (however mildly) for brands and created a greater need for transparency. 

Anisha Motwani, Marketing and Digital Strategist, Max Group of Companies said, “What is most important for brands is their reputation and it takes many years of multiple actions by organisations to create goodwill for the brand. The whole reason for getting associated with celebrities or large properties is that the reputation of the brand gets enhanced. Positively or negatively, both ways works. A positive aura enhances a brand and a negative aura does to that extent impact the brand. From that perspective, there will be a little caution. But having said that, finally IPL is a very strong established property and strong brands do come out of controversy. I am confident that IPL is such a strong brand that it will come out of this controversy.”  

Was it a strategic exit by Pepsi?

Brand objective is something that a few other marketers talked about. Many felt that this was a smart move for Pepsi to exit IPL, and one which it would have been waiting for. While the tainted reputation of IPL was one reason, many feel that the cola giant had achieved its objectives in the three years of its association with the league and needed an exit. The exit also saved the company an estimated Rs 160 crore left on the contract, apart from the added marketing and ad spends during the tournament.

Sai Narayan, Head – Brand, Policybazaar.com commented, “Pepsi moving out of IPL after sponsoring it for the past three years is a pretty smart move. Pepsi has become well established through its association with IPL. If you notice, Pepsi is also associating with other sports. The task of the brand which was to ride on the biggest reach property -- IPL, was pretty much done. I think it would have been good savings for a brand like Pepsi. After all Pepsi is not a new brand. For instance, Paytm sponsoring the India vs South Africa cricket series is a big one. An e-commerce brand sponsoring India cricket will give it instant reach. The value it will generate for such a brand will be much more than what they would have spent.”

Another senior marketer felt the same. “Pepsi has leveraged IPL well, over the last three years. Sticking with the league would result in spends being parked on the league instead of being used more wisely for the brand. The issues surrounding the IPL proved the best opportunity for it to exit. However, I don’t think this will stop marketers from relying on the IPL. It continues to be one of the most watched events in India and brands will flock to it,” he said.   

A marketing manager of a financial institution which is one of the official sponsors for IPL said, “We have not changed our stance. We are long term partners. There has been conflicting stories on why Pepsi left the league and honestly it does not fall into our gambit, we were never in that space.” He added that there are new sponsors such as Vivo and other brands associating with other BCCI tournaments recently, so the churn continues to happen. 

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e4m-Content Jam 2022 today: Industry leaders to talk about ‘The Next in Content’

The conference will be followed by Indian Content Marketing Awards 2022

By exchange4media Staff | Dec 8, 2022 8:38 AM   |   3 min read

Content Jam

Digital transformation has emerged as a critical criterion for brands to reach the right consumers at the right moment. To shed light on the latest developments in the world of content marketing, exchange4media is hosting e4m-Content Jam 2022 today, December 8, in Mumbai. The theme of the event is - ‘The Content Economy – Defining ‘The New Creative’. This is the sixth edition of the conference.

Hoopr is the Co-Gold Partner for the event, while Associate Partner is Word.

The conference takes us on the journey of ‘The Next in Content’, with leaders who are paving the future of content through their expertise and collaborations. Industry heads will come together to discuss the crux of Content Marketing and share insights on how digital transformation has propelled the growth of content.

Content Jam is e4m’s conference on content marketing, bringing together brands, content curators, agencies, filmmakers, and influencers to discuss, decode and celebrate great content. These great minds will decipher what makes a great content marketing strategy in a competitive environment.

Mayank Bathwal, CEO- Aditya Birla Health Insurance, will kickstart the event with his keynote address on ‘How the BFSI sector is using marketing effectively to get millions of people to insure their lives’. Next is a panel discussion on the topic ‘The roadmap to create value for brands: The power of creation, co-creation & collaboration’. The panellists will be – 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 session will be chaired by Makarand N, Vice President: Content+, Mindshare.

The next session will see Zubin Dubash, COO, ShemarooMe and Digital Business, speak on the topic- Why Regional is a Must-Ride Wave for Every Brand?

Another panel discussion will be on ‘The Future of Content: Emerging Technologies’ and to talk about the same will be Chandan Kumar, Senior Vice President-Marketing - Brand Design, Strategy & Communication- UltraTech Cement; Gagan Agarwal – Brand Head, Ageas Federal Life Insurance; Gaurav Dagaonkar, Co-founder and CEO - Hoopr.ai; Geetanjali Kothari, Head - Marketing and Corporate Communication - Bharti AXA Life Insurance; Pooja Sahgal, Chief Marketing Officer- Raymond Consumer Care and Priyanka Salot, Co-Founder, The Sleep Company. The panel will be moderated by Niraj Ruparel, Head-Mobile & Emerging Tech - GroupM India and Emerging Tech Lead - WPP India.

The conference will also have a keynote address by Geetika Mehta, Managing Director- Hershey India, on ‘Celebrating Togetherness with brand Hersheys’.

The last session for the day will be a Quora session on the topic - Leveraging the Power of Intent and Curiosity - with Anati Zubia, Head of Marketing, Quora.

The event will be followed by the Indian Content Marketing Awards 2022. The awards provide recognition to outstanding content marketing campaigns and content makers who are doing magnificent work in the domain. This is the seventh edition of the awards.

Click here to register: https://e4mevents.com/webinar/ContentJam-ICMA/register

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‘Linear TV continues to be dominant in the middle & bottom of the pyramid’

Harsh Deep Chhabra, Senior Vice President, Mindshare Fulcrum shared key trends about performance marketing on TV at a summit hosted by GroupM's Finecast

By exchange4media Staff | Dec 8, 2022 8:26 AM   |   3 min read

TV

Be it advertisers, broadcasters or agency people, they all rely on the four pillars of Consumers, Business, Ecosystem and Shareholders, remarked Harsh Deep Chhabra, Senior Vice President, Mindshare Fulcrum, at the ‘Addressable TV and Beyond’ summit hosted by GroupM's Finecast on Wednesday. He was speaking on ‘Performance Marketing on TV - an FMCG advertiser perspective’.

Chhabra explained that the most important pillar was the consumer. "We need to understand consumer habits as per the medium – demography, geography and the psychographic level. Irrespective of whether we are an advertiser or a media owner, this is what we are eventually chasing."

“We need to make sure that our brands look at the demography or the geography, while considering penetration, mind measures or market share,” he added.  

According to Chhabra, the third most important pillar in the entire ecosystem is to get to that consumer from a business standpoint. He went on to say that the industry needs to increase adoption of whatever is available to media owners, whether it's data, content or regular inventory. 

Eventually, it is the shareholders that everyone is answerable to, he said. “They care about future proofing deliveries and making sure that we are able to meet up on target. So, these are the four pillars of our business and this is what we should actually care about.” 

Chhabra went on to say that consumers have now taken to mediums that are addressable, and that's changed the scenario a lot, as far as other pillars are concerned. 

“The most important thing is that they're not going off media, they are actually spending more time on media, it is just a form of consumption, which is changing. So, video inventory is available for an advertiser today to reach out to these audiences.”

There are nearly 80 million cord cutters, Chhabra pointed out. “Cord cutters and shavers now stand at 75% in NCCS A. They are either not consuming linear TV at all, or are light consumers of the medium. But TV is still the most dominant medium.” 

In NCCS BC, which is at 82% penetration as far as television is concerned, the next medium is at 47% and that is where linear TV continues to be important. “It's not that the whole world is shifting to connected TV. Linear TV still continues to be dominant in the middle and bottom of the pyramid. It's the top of the pyramid that is adopting connected TV and other forms of internet.” 

He also shared that consumers of linear TV largely belong to the older age group. “Audiences are moving away from TV. It is a combination of impressions and time spent.” 

Further talking about the business, Chhabra mentioned that advertisers are not interested in purchasing TV GRPs. They are rather interested in selling soaps and shampoos and are concerned with business growth from market to market, he noted. 

 

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RFPIO appoints Michael Londgren as CMO

Prior to this he was associated with Seismic and Google

By exchange4media Staff | Dec 7, 2022 12:56 PM   |   2 min read

Londgren

RFPIO, the response management platform, has appointed Michael Londgren as its Chief Marketing Officer (CMO). 

Londgren is a technology marketing leader with deep executive experience scaling hypergrowth businesses including DocuSign, Google G Suite (now Workspace), and Seismic.

As CMO, he will help shape the company’s overall growth strategy, foster deep company cross-functional and customer-centric alignment, and guide RFPIO’s marketing functions.

Londgren’s vision is to extend the company’s category leadership by focusing deeply on customer needs and journeys, fully articulating RFPIO’s value proposition, and leaning into key growth opportunities in select segments, industries, and geographies.

Most recently, he served as CMO at Seismic where he spearheaded its category leadership in sales enablement while partnering with the sales and product teams to drive increased revenue and bring innovation to the forefront. 

Previously, he worked at Google Cloud where he led marketing for G Suite and helped accelerate G Suite’s growth into enterprises.

Prior to Google, Londgren served as a VP of product marketing and then customer enablement at DocuSign where he helped the company grow from 180 to 2,500 employees and emerge as the eSignature category leader.

“Michael is a strong addition to the RFPIO team,” said Ganesh Shankar, CEO and cofounder of RFPIO. “He brings a wealth of knowledge and experience driving core growth strategies from his previous companies, and we’re already enjoying working with him as we gear up for our next phase of growth.”

“I’m thrilled to join RFPIO at this stage,” said Londgren. “In early discussions with the company, I realized RFPIO’s value proposition extends far beyond just RFPs. RFPIO delivers an industry-leading platform enabling a broad set of mission-critical response use cases in a highly efficient manner. I’m incredibly excited to build upon the company’s value proposition, marquee customer base, and strong positive momentum to extend the company’s overall category leadership.”

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e4m Content Jam 2022: Decoding opportunities & challenges of the content economy

The conference on Dec 8 will be followed by Indian Content Marketing Awards 2022 that acknowledge the magnificent work in the content marketing domain

By exchange4media Staff | Dec 7, 2022 8:39 AM   |   3 min read

content jam

Creating unique, engaging content is the key to brand building. Content marketing helps brands catch the eye of the consumer. Today, the growth of content is propelled greatly by the digital transformation. To shed light on the newer developments that await the world of content marketing, and the challenges & opportunities that lie ahead, exchange4media is set to host the e4m Content Jam 2022 on December 8 in Mumbai. The theme of the event is ‘The Content Economy – Defining ‘The New Creative’. Hoopr is the Co-Gold Partner for the event while Associate Partner is Word.

Content Jam is e4m’s conference on content marketing which brings together brands, content curators, agencies, filmmakers, and influencers on one platform to discuss, decode and celebrate great content. This is the sixth edition of the conference. A stellar lineup of industry experts will come together to decipher what makes a great content marketing strategy in a competitive environment. The conference takes us on the journey of The Next in content, with people who are paving the future of content through their expertise and collaborations.

The event will kickstart with a keynote session on the topic ‘How the BFSI sector is using marketing effectively to get millions of people to insure their lives’ by Mayank Bathwal, CEO- Aditya Birla Health Insurance. It will be followed by a panel discussion on the topic ‘The roadmap to create value for brands: The power of creation, co-creation & collaboration’. The panellists will be: 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, Samyukta Ganesh Iyer, Vice President and Head of Marketing- Kaya, Sapna Desai, Chief Marketing Officer- ManipalCigna Health Insurance. The session chair for the event is Makarand N, Vice President: Content+, Mindshare.

Following the panel discussion, Zubin Dubash, COO- ShemarooMe and Digital Business, will throw some light on the topic- Why Regional Is A Must-Ride Wave for Every Brand? Another panel discussion on the ‘The Future of Content: Emerging Technologies’ will be attended by industry leaders including Chandan Kumar, Senior Vice President Marketing - Brand Design, Strategy & Communication- UltraTech Cement, Gaurav Dagaonkar, Co-founder and CEO - Hoopr.ai, Geetanjali Kothari, Head - Marketing and Corporate Communication- Bharti AXA Life Insurance, Pooja Sahgal, Chief Marketing Officer- Raymond Consumer Care, Priyanka Salot, Co- Founder- The Sleep Company. The panel discussion will be moderated by Niraj Ruparel, Head Of Mobile & Emerging Tech - Groupm India I Emerging Tech Lead - WPP India.

Geetika Mehta, Managing Director- Hershey India, will deliver a keynote session at the event and talk on ‘Celebrating Togetherness with brand Hersheys’. The last session would be the Quora Session on the topic- Leveraging the Power of Intent and Curiosity’ with Anati Zubia, Head of Marketing- Quora.

The Content Jam sessions will be followed by the Indian Content Marketing Awards 2022. ICMA (Indian Content Marketing Awards) thrives to provide recognition to content marketing campaigns and content makers. This is its seventh edition of the awards. The awards provide recognition to the outstanding content marketing campaigns and content makers who are doing magnificent work in the content marketing domain.

Click on the link below to register for the event.

https://e4mevents.com/webinar/ContentJam-ICMA/register

 

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Kartik Aaryan fumes after being denied Doritos in new commercial

The actor expressed his displeasure in an Instagram video, which has gone viral with over a million likes

By exchange4media Staff | Dec 6, 2022 3:28 PM   |   2 min read

Kartik Aaryan

Kartik Aaryan's latest commercial for Doritos shows the actor confused and taken aback at being denied his favourite nacho chips during the shoot of the upcoming Doritos campaign. He expresses his distress in the video, which has gone viral with 1.1+ million views and 116K likes, that the leading actor shared a few days back on Instagram. The actor questions the brand for this unfair gesture and wrote, “Not For Kartik Aaryan? Chakhne bhi nahi diya  @doritosindia”.

His unhappiness was further evident when he put up a poll asking his fans whether the brand should’ve let him eat the chips or not. The fans were clearly on Kartik’s side with 87% of people answering a ‘yes’ to the question. What followed next was Kartik’s clear-cut refusal to come to the TVC shoot because of the betrayal he felt during the teaser shoot. His  said, “I am getting a lot of calls on this Doritos teaser that has gone viral. Everybody is saying ki bilkul achha nahi hua mere saath, Doritos kyo nahi khaane diya...And I agree!! Ye bilkul theek nahi hua! Shoot par bulaya and doritos bhi nahi khaane diya!! I mean not even 1 chip?? Ab teaser to shoot ho gaya, but maine bhi decide kar liya hai...Main final ad shoot hi nahi karunga! Set par hi nahi aaunga! Jab tak mujhe promise nahi kiya jaata ki mujhe Doritos khaane denge! Sunn rahe ho Doritos waalo???”

Soon, Rohit Shetty, who likely seems to be the director of the brand shoot, jumped in to make peace between the brand and Kartik. He tried to calm down the actor by commenting, “Tere bhale ke liye bol rahe the Kartik, Aaja shoot par...dekh lenge....”.  Fans even requested the brand to cajole Kartik and share Doritos with him, with comments such as, “Dilse Sorry boldo Doritos”, “Doritos walo de do bhai inhe Doritos”, and more.

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3 ways marketers win with a connected creative-to-media supply chain

Dipali Mahesh, Managing Director, Extreme Reach India, writes on the modern approach to marrying all the brand creative with all the media placements in one platform

By Dipali Mahesh | Dec 6, 2022 10:29 AM   |   4 min read

Extreme Reach India

If the global advertising industry was born today, there is no question that it would be designed with a centralized activation platform at its core where all teams in-house and external come together to execute intricate plans. Imagine a single, end-to-end creative-to-media supply chain with all paths in for assets and every path out to any media type, in any market. Alas, because this industry has evolved over many decades, we find ourselves in a current reality badly in need of transformation to meet the challenges of today’s marketing landscape. The typical marketing campaign process is a dizzying array of multiple moving parts and cobbled-together point solutions. This disconnected operational workflow creates an environment where the likelihood of slowdowns, problems and delays is nearly inevitable.

Turning a blind eye to the less-than-ideal marketing operations has hardly been intentional but it will bring down a brilliant creative and well-architected media strategy. Change is hard, especially with the near-constant pressure marketing teams face to accomplish more and move more rapidly. The good news is that, like tackling a hard puzzle, this last piece is the easiest and it returns powerful benefits.

At the intersection of creative production and marketing operations is Creative Logistics — the modern approach to marrying all the brand creative with all the media placements in one platform with unparalleled control, visibility and insight. By simplifying massive complexity, teams work seamlessly together in cloud technology to move creatively and flawlessly at the speed of media and in compliance with usage rights. Not only does this meet the intense challenges of today’s marketing landscape, but it also prepares the global advertising industry for a flourishing future.

Creative Logistics restores control for the marketing ecosystem, illuminates the end-to-end activation activity and returns insights that drive business for competitive advantage.

Control in the Face of Fragmentation

The forces of fragmentation are very real — from media consumption to marketing tech stacks to exploding demands on content creation. Spreadsheets, file folders and the human brain can no longer handle the enormous task of creative asset management and marrying all the stories with all the media placements. Creative Logistics is the antidote to fragmentation, aggregating all the teams across markets in a flawless relay race to launch, monitor and optimize campaigns.

Complete Visibility Enables Agility

Brands today need more content than ever before, but with the current state of tech stacks, dispersed teams and the wide variety of channels available, that content is often decentralized. And this disconnection puts marketers at the mercy of what they don’t know. With no holistic view of all their creative assets, and who is adapting what for which markets, marketers can’t truly see what’s working and what’s not. They lack a singular source of truth that reveals whether they’ve created too much content, or too little.  A decentralized asset management and deployment construct means that vital insight is lost in the shadows of gap-filled workflows.

Optimization and agility require all the information necessary to make the best decisions quickly. A single end-to-end logistics solution for brand creative provides complete visibility of all team activity and creative asset usage throughout the entire process from production to deployment across all media types in every market.

Insight Reveals Itself

With control restored and visibility firmly in place, the Creative Logistics approach then makes it possible for marketing, agency and production teams to access more data and insights than ever before. The truth reveals itself as a powerful byproduct of the workflow when all the creative is married with the media plan in one activation platform. Creative Logistics illuminates everything brands need to know about creative usage, waste, performance and ROI.

Win with Creative Logistics

Creative Logistics consolidates all aspects of omnichannel campaign activation into one, fully integrated global solution. It is the holistic approach that brings the infrastructure of the industry up-to-speed with the landscape and future-proof operations. Marketers want their creative partners to be focused on the consumer, the brand and great creativity. They want their media agencies focused on the crazy quilt of channels that will deliver brand stories to the best prospects at scale. Nobody wants complexity.

At Extreme Reach, our global creative-to-media supply chain answers the challenges of a complex marketing landscape and an equally complicated infrastructure under the global advertising ecosystem. We’re proud and excited to change the marketing world for the better with the first and only Creative Logistics platform for all.

Did you know that Adstream was acquired by Extreme Reach? Together we solve some of the biggest challenges facing marketers, their agencies and production partners around the world. Find out more here.

 

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Pet care brand Wiggles redefines positioning with new brand identity, Lovemark

The new logo is symbolic to Wiggles’ relationship with animals, the company said

By exchange4media Staff | Dec 5, 2022 4:55 PM   |   4 min read

wiggles

Pet care brand Wiggles has introduced a refreshed brand identity as it turns four. The brand will now be known as Lovemark.

 

“Synonymous with the brand purpose and journeying towards becoming India’s committed #PartnerInPethood, Wiggles’ new identity leading with the ‘W’ titled ‘Lovemark’ is inspired by, a heart signifying unconditional love, infinity signifying unending commitment and a tick mark that signifies making smart choices. Wiggle’s Lovemark is symbolic to the unconditional and infinite love and lasting imprints that animals have on humans,” the company said.

 

Conceived by Ideosphere for Wiggles, Wiggle’s new identity has a smart and modern appeal and is designed to reflect the brand’s friendly, and approachable vibe. With a mission of driving responsible pet and animal care by enabling audiences to understand them better, Wiggles is focused on creating a better world for pets and animals by providing expert driven, backed with science products and services to ensure that pets and their humans live their healthiest, happiest lives, they said.

 

Speaking on the brand’s new identity, Anushka Iyer, Founder and CEO, Wiggles said, “Pets are our kids for us and always will be an emotion that is now increasingly shared by my fellow Gen Z and millennials. And we want nothing more than our pets to be happy, healthy and safe. With this vision, we started Wiggles in 2018 and set out to revolutionize the pet healthcare industry. Our first logo- which will always be special to me, was about recognising and celebrating the relationship between pets and their human parents. We wanted to convey a brand that acknowledged the spirit of unconditional love in all our offerings and backed by the credibility of veterinary expertise. Our journey over the past four years has been greater than ever expected, we have listened to pet parents across the country and have grown to meet and raise standards of petcare to now offer not only pharma but also food and treats, health and wellness and even services.”

“Our mission of doing right by pets and animals has always been deeply rooted in all that we do, even if it means constantly going above and beyond because we believe in doing right by our pets and community animals- from the day they come home to seniority. And that is what our new identity is all about as it is a rebranding that is holistic and not just by means of design. Our new Wiggles Lovemark is a visual signifier of our passion and commitment to not just unconditional love but also making the smart choices forever for our pets and animals, because they deserve nothing less than our best, always.” Anushka concluded.

Speaking on crafting Wiggles’ Lovemark, Aniruddha Atul Bhagwat, Co-Founder and CEO, Ideosphere said, “It is always challenging to define a differentiated space in a cluttered, highly competitive industry, like the booming pet care space. We wanted to ensure the new brand identity complemented the core purpose of Wiggles, to be better towards pets and animals, and for the identity and messaging to be able to connect to the emotion, passion and story of the Wiggles brand. It was truly a collaborative journey of discovery with the Wiggles team, and we are excited to see how the audiences respond to the change.”

Prashant Kohli, Vice President, Brand Strategy, Wiggles said, “The brand refresh goes far deeper than the visual identity and messaging. The strategy that led to this identity, forms the guiding and organizing principle for our business and helps chart a growth path. We've started our journey by reframing and re-organising Wiggles from a product and service brand to a 360 ecosystem for petcare, built as a house of brands. Driven by animal lovers, pet parents and experts who've dedicated their professional lives to reimagining petcare in the country, we understand first hand the problems that plague this category. We’re super excited about consolidating, launching and growing sub-brands that solve the most critical and relevant problems for Indian pets and their humans - from good, clean, healthy nutrition to holistic, compassionate, smart health care and more.”

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