Sara Ali Khan welcomes 'Purplle Wali Diwali'

The campaign film is a curtain-raiser for's Diwali sale

e4m by exchange4media Staff
Published: Oct 12, 2021 11:02 AM  | 3 min read
Purplle today launched its festive campaign – #PurplleWaliDiwali. In their biggest ever beauty sale, for the first time, consumers will get a chance to choose their free gift on every order. A host of beauty products, including, Hair Straighteners, Eye-Shadow Palettes, Primers, Highlighters, Mascaras, and a lot more will be up for grabs. The Purplle Diwali sale will go live from 20th -26th October, setting the tone for this festive season delivering beauty for all at their doorstep. 

The campaign film showcases Sara Ali Khan grooving to ‘Yeh Diwali Purplle Wali’ giving the original song a twist, voiced by singer Anushka Manchanda. Rolled out across Television, Print, Digital, and Social Media channels, the 360-degree campaign will also witness over 3000 influencers grooving to the song and choosing their beauty best this Diwali. Additionally, consumers stand a chance to win the coveted Papa Don’t Preach Lehenga worn by Sara Ali Khan in the campaign film. 

Speaking on the campaign, Sara Ali Khan, says, “Purplle stands for inclusive and accessible beauty for all, and this Diwali they have empowered consumers to choose a free gift of their choice and claim some of the coolest beauty products. Bringing alive the essence of the campaign through a catchy tune, a quirky hook step, and recreating Bollywood’s most iconic song has been exciting. So girls, look no further, here is your chance to add to cart, groove, and light up like a diva, this Purplle Wali Diwali!” 

On the launch of the campaign, Nippun Aneja, Chief Business Officer, said, “We wanted to make this Diwali even more special for our consumers during our biggest sale of the season. This year everyone will have the freedom to choose their very own free Diwali gift every time they shop with us, on every order they place. We want this to truly be a Purplle Wali Diwali, celebrated with Sara Ali Khan, and the best of beauty for all.” 

On creating the campaign, Arun Iyer, Founder, and Creative Partner, Spring Marketing Capital said, “With a strong insight we aimed at making a campaign where the unique proposition of a free Diwali gift on every order, comes to life. We created a fun, quirky, celebration, in the Purplle world, leveraging the brand ethos. With sharp lyrics, we ensured our core communication stands out on a unique, trendy canvas.”

Starting from 20th to 26th October the Purplle Diwali sale will offer discounts on Purplle’s exclusive labels, namely, Purplle, NY Bae, Good Vibes, Alps Goodness, Stay Quirky as well as prominent third-party brands on the website.  

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Mayank Agarwal and Joy Bhattacharya discuss love for pizza in new EatFit ad

The spot is a part of the brand's latest campaign #IPizzaLove for IPL 2023

By exchange4media Staff | Mar 24, 2023 3:04 PM   |   2 min read


EatFit has announced the launch of its latest campaign #IPizzaLove today, on account of the Indian Premier League 2023, where EatFit celebrates India’s love for Cricket and Food together with a range of healthy and nutritious pizzas during the IPL season. 

To kick off the #IPizzaLove campaign, EatFit has partnered with Mayank Agarwal, one of India’s leading cricket players, and Joy Bhattacharya, Sports Enthusiast for two ad campaigns which will be published on Twitter, Instagram, LinkedIn, Facebook and YouTube. In the first ad, Joy is caught off guard discussing EatFit’s pizza range with Mayank during a post-match presentation whereas, in the second ad, they are seen talking about how pizzas are the best way to celebrate a match victory. The second ad will be led by famous cricketers who plan to celebrate their match victories with EatFit pizzas. 

To add a twist of fun, each of the IPL team players will celebrate the campaign in their own style and make a video reel on Instagram while competing with each other and see who creates the most fun content. The players who will be participating in this video trend are Shefali Varma and Jemimah Rodriguez from Delhi Capitals, Rajat Patidar and Shahbaz Ahmed from Royal Challengers, Devdutt Padikkal and Yashasvi Jaiswal from Rajasthan Royals, Mayank Agarwal, and Bhuvneshwar Kumar from Sunrisers Hyderabad who have their own interpretation of how they plan to celebrate with EatFit pizzas. 

Commenting on the campaign, Gokul Kandhi, Chief Business Officer, Curefoods, said "As a health-focused brand, EatFit is committed to providing customers with healthy and nutritious food options that don't compromise on the Indian taste. With the #IPizzaLove campaign, we are providing a healthy and delicious food option to all cricket fans and motivating them for IPL 2023 to celebrate and cheer for their favorite team. We are encouraging people to rejoice this cricket season with their preferred food while taking care of their health and nutritional needs." 

The #IPizzaLove campaign’s food range consists of pizzas made with fresh ingredients and real cheese, ensuring that customers enjoy a guilt-free indulgence. The pizzas are available in a variety of options to cater to different taste preferences. From gourmet pizzas to affordable but nutritious millet-based treats, Curefoods has curated a whole gamut of brands to fulfill everyone’s pizza desires. This new range of pizza is available on delivery platforms like Zomato and Swiggy, apart from platform, with unlimited options that will last for the entire season.

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Laqshya Pitch CMO Awards 2023 celebrates the finest marketing leaders

The awards honoured game changers in the marketing industry for their innovative, creative and outstanding works

By exchange4media Staff | Mar 24, 2023 9:59 PM   |   4 min read

Pitch CMO

The Laqshya Pitch CMO Awards 2023 celebrated the best minds in the marketing industry in India on Friday in Mumbai. The dazzling awards night was graced with the presence of top leaders, industry heads and experts from a wide cross-section of marketing, media and brands.

The awards recognise marketing leaders for their exceptional and innovative marketing efforts. The Laqshya Pitch CMO Awards celebrate the stars of the marketing domain for their outstanding creativity, strategic thinking, and impactful content.

The title sponsor of the event was Laqshya Media Group and it was co-powered by Vserv, WebEngage and Bharat Express. The growth partner of the event was Mobavenue and the performance partner was Admattic. 

The marketing leaders were recognised across 13 different categories for their outstanding work throughout 2022. The winners are decided by some of the finest minds in the industry for their works in the past year, using a set of metrics based on performance, their marketing strategies, financials and in-category success.

In the ‘The CMO Leadership Award’ category, the five winners were Abbey Thomas, Head of Marketing & PR, Volkswagen Passenger Cars, Anupama Ahluwalia, Chief Marketing & Customer Services Officer, Reliance Retail Limited, Deepali Naair, Group CMO, CK Birla Group and Nilesh Malani, President and Chief Marketing Officer, Polycab India Ltd, and Mayank Shah, Sr. Category Head at Parle Products Pvt. Ltd.

The ‘The CMO Transformation Award’ category had four winners - Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance, Shuvadip Banerjee, Chief Digital Marketing Officer, ITC Ltd (Foods Division), Sunayan Mitra, Director (General Manager) Coffee & Beverages Business, Nestlé, South Asia Region, Vishu Goel, Associate Vice President Sales, Marketing & Commercial, Asian Paints.

A total of three winners bagged the award in The ‘CMO Growth Award’ category. The winners were Ashish Mishra, EVP – Marketing, ACKO, Shamik Banerjee, Chief Marketing Officer, Apollo 24x7 and Utsav Malhotra, Chief Operating Officer, Nexxbase.

The ‘CMO Innovation Award’ category had three winners- Gaurav Anand, Chief Digital & Marketing Officer, L'oreal India, Shivani Behl, Chief Marketing Officer, Plum (PurePlay) and Virat Khullar, Group Head Marketing, Hyundai.

In the ‘CMO Customer Experience Award’ category, a total of five best minds were awarded. The winners included Anuj Sharma, Chief Marketing Officer, Xiaomi India, Avneesh Khosla, Chief Marketing Officer, Vodafone Idea Ltd., Deepti Sampat, VP Marketing, Tata SIA, Ranjivjit Singh, Chief Growth Officer (CGO), Hero MotoCorp and Kartikeya Bhandari, Chief Marketing officer, Livspace.

In the ‘CMO Digital Marketing Award’ category, three marketing minds were honoured. Anuj Arora, Chief Marketing Officer, Symphony Limited, Jennifer Pandya, VP – Marketing, CaratLane - A Tanishq Partnership and Vishal Subharwal, Chief Marketing Officer and Group Head - Strategy, HDFC Life are the winners.

The ‘CMO Content Engagement Award’ category had a total of four winners. They were Ankit Desai, Chief Marketing Officer, Hershey India, Anuja Mishra, Chief Marketing Officer, Honasa Consumer, Darshana Shah, Head-Marketing and Customer Experience, Aditya Birla Capital and Maneesh Krishnamurthy,  Head of Marketing (Eyecare), Titan.

In the ‘A Futuristic CMO: Retention-First Thinker Award’ category, three winners, including Geetanjali Kothari, Head of Marketing & Corporate Communications, Bharti AXA Life Insurance, Mahuya Chaturvedi, Chief Marketing Officer and Online Business Head, Baggit and MVS Murthy, Chief Marketing Officer, Federal Bank, were awarded.

In the ‘The CMO Experiential Marketing Award’ category, three marketing leaders have been awarded. The winners in this category include Kavitha Ganesan, General Manager – Marketing, TVS Eurogrip, Rahul Singh, Vice President & Head of Marketing, SAP and Vineet Sharma, Vice President- Marketing & Trade Marketing, AB InBev India have been honoured.

Meanwhile, four winners including Abhishek Jugran, Vice President-Marketing, Dabur India, Jaya Jamrani, Vice President – Marketing, Castrol India, Sachin Chhabra, Head of Brand Marketing, ACC Limited, and Sooraj Balakrishnan, Head – Marketing, Acer India and Bangladesh Acer have been awarded in the ‘CMO Sustainability Award’ category.

In the ‘The CMO Social Responsibility Award’ category, Amit Doshi, Chief Marketing Officer, Britannia Industries Ltd. and Jaswinder Sodhi, Head of Customer Propositions Digital & Marketing - Wealth & Personal Banking India, HSBC were given the award.

‘The CMO Creator Ecosystem Award’ category had two winners- Damyant Singh Khanoria,Chief Marketing Officer, OPPO India and Raunika Malhotra, President Marketing and Corporate Communication, Lodha Group.

In the last category, i.e., the ‘CMO Rising Star Award’ category, three lucky winners were bestowed with the big honour. The winners in this category include Amritansu Nanda, Chief Marketing Officer, Zepto, Pooja Baid, Chief Marketing Officer, Versuni and Vijay Kumar Pampana, Director, Head of Marketing Department     Procter & Gamble Health Limited.

Here’s the complete list of Laqshya Pitch CMO Awards 2023 winners:

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Raymond’s communication strategy has always reflected the mood of India: Sunil Kataria

The CEO of Raymond Lifestyle delivered a keynote speech at the Pitch CMO Summit in Mumbai on Friday

By exchange4media Staff | Mar 24, 2023 1:35 PM   |   3 min read

Sunil Kataria

The Raymond Group and its communication strategy have evolved gradually over the last 97 years, reflecting the mood of the nation in all its ad campaigns, said Sunil Kataria, the CEO of Raymond Lifestyle, at the Pitch CMO summit in Mumbai on Friday.

Speaking to a bunch of CMOs and other marketers at the Summit organised by exchange4media, Kataria in his keynote speech informed the audience that Raymond was established in 1925 as “Raymond Woollen Mills” in Thane and the group will mark a century in two years. 

“The company used to make blankets and woollen fabric. It wasn’t doing good business when Lala Kailashpat Singhania acquired it in 1944. The company tapped the mood of the nation and became part of the nation-building thereafter,” Kataria explained, sharing glimpses of the old Mills and the brand’s marketing strategy. 

From a woollen blanket producer, Raymond has not only evolved into an iconic textile brand but has also become a diversified conglomerate. 

He deliberated how the brand has kept pace with the times and remained relevant to an ever-changing customer profile. 

“It was the post-independence era with the country full of hope, optimism and new experiences when the company adopted Chess King Motifs in 1959 which became brand identity”, Kataria noted. 

“In the 1970s when the country was under emergency and unrest, giving rise to the success of angry-man films of Amitabh Bachchan, we decided to go beyond product promotion and focused on brand-building,” Kataria said, adding that Raymond campaigns at that time sought to build the narrative of masculinity through gentleman, just opposite to the angry man phenomenon of those days. 

In the 1980s Raymond came up with its first ad campaign titled ‘The guide to a well-dressed male,’ targeting flamboyant men. But it was ‘The Complete Man’ campaign launched in the 1990s that took the brand to the pinnacle of glory.

The campaign, which coincided with India’s economic liberalisation, grabbed the attention of aspiring young men to the growing big brand.

From Chess King Motifs in 1959 to iconic “Complete Man” in the 1990s to “Feels like Heaven” in 2010 to “Celebration time” of Ethnyx by Raymond in post-Covid time, the company’s communication strategy always reflects the mood of the nation, said the leader. 

Kataria also explained how the company opened its first store in Ballard Estate of Mumbai in 1958 when the concept of a  B2C retail store was unheard of.  Sensing the mood and aspirations of Indians, the company later expanded across the country with 1,100 stores. 

“Our decision to enter into ethnic wear also arises from sensing the mood of the nation. In the post covid time, celebrations and demand for ethnic wear have gone up. That’s why we decided to enter the segment by supporting the Ethnyx brand,” Kataria said, adding that the Ethnyx by Raymond already has 70 stores across the country and now plans to open 200 more stores in the next 8-9 months. 

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Happening Today: Pitch CMO Summit Mumbai back with on-ground edition after 3 years

The theme of this edition of the conference is ‘The Agile Marketer’

By exchange4media Staff | Mar 24, 2023 8:05 AM   |   5 min read

Pitch CMO

exchange4media Group is back with the on-ground Mumbai edition of its flagship property - Pitch CMO Summit after three years. The upcoming edition of the conference will be held Tomorrow, 24th of March, 2023 from 10 am onwards. Fancode WebEngage and ABP News are the Co-Powered by Partners for the summit while the Co-Gold Partners are DoubleVerify,  Pepper Content & Torc ai. 

Pitch CMO Summit Mumbai 2023 brings India's most reputed brands and top management to interact and share insights on their game-changing success stories under one roof.

The theme of this edition of the conference is ‘The Agile Marketer’.

With the evolution of digital technology and Web3, marketers today have endless possibilities to explore which come with a sea of challenges. This era of heightened exposure has also made brands vulnerable, demanding them to be transparent and putting them under the pressure to provide a seamless experience to consumers in a VUCA environment. Therefore, it is imperative for marketers to adopt a new approach - Agile marketing, a tactical marketing approach, where marketing teams collectively identify high-value projects to focus upon and put in their collective efforts.

At the Pitch CMO Summit Mumbai 2023, we aim to understand the various aspects of ‘Agile Marketing’, how it helps marketers adapt to the ever-evolving market and consumer sentiments, and ensure a seamless consumer experience across the board. We also aim to understand how marketers can be more agile in their approach, how they can have a focused outlook on customer value and business outcomes, and how agile marketing is the need of the hour for this dynamic environment.

Below is the complete agenda for the Pitch CMO Summit Mumbai 2023. The award felicitation ceremony of the Pitch Best CMO Awards 2023 will follow the conference.


Pitch CMO Summit Mumbai 2023

Friday, March 24, 2023, Taj Santacruz


Theme: The Agile Marketer

08:00 a.m. – 09:00 a.m.



09:00 a.m. – 09:30 a.m.



09:30 a.m. –

09:40 a.m.



09:40 a.m. – 10:00 a.m.

Welcome Address

Co-Founder & Director, exchange4media Group

10:00 a.m. – 10:30 a.m.

Keynote Session

The Story of ‘The Complete Man’


Chief Executive Officer - Lifestyle Business, Raymond

10:30 a.m – 10:55 a.m.

Special Address

Tata Soulfull: Reviving Goodness With Taste, Health & Agility


Co-Founder & Chief Marketing Officer,

Tata Consumer Soulfull Private Limited

10:55 a.m. – 11:15 a.m.

Spotlight Session

Content ROI With & Beyond Generative AI


Head of Brand & Partnerships,

Pepper Content

11:15 a.m. – 11:35 a.m.

Spotlight Session

Many Industry Firsts With VI Ads

Executive Director - New Business, TorcAI

Head of Revenue, TorcAI


11:35 a.m. – 11:55 p.m.

Spotlight Session

End of Broadcasting, Beginning of Conversations


Founder & Chief Executive Officer, Convosight

11:55 p.m. – 12:15 p.m.

Spotlight Session

Rise of the MarTech EXPLORERS & Insights From the State of MarTech In India


EVP, Mirum India

12:15 p.m. – 1:15 p.m.

Panel Discussion

Adopting Agile Marketing: Need For A Mindset Shift


Managing Director – APAC, Nepa



Joint Chief Executive Officer , Mirum India



Vice President - Marketing, Castrol India



Vice President and Head, Marketing & Communications - South Asia, Mastercard



GM- Marketing, Clovia



Head – Marketing & Digital, Hindi Mass Entertainment, Viacom18



Chief Marketing Officer, WOW Skin Science



Co-Founder, Profitwheel


Session Chair: JAITI HARIANI

Sales Director, DoubleVerify

1:15 p.m. – 2:15 p.m.



2:15 p.m. – 2:40 p.m.

Fireside Chat

How Futuristic CMOs Are Building The Right Martech Stack

Head of Marketing, ICICI Securities

in conversation with

VP - Customer Success, WebEngage

2:40 p.m.– 3:00 p.m.

Spotlight Session

Insightful Storytelling With Agile Marketing


Chief Marketing Officer, Britannia Industries

3:00 p.m. –3:20 p.m.

Spotlight Session

The Future of Marketing with Consumer Data


Chief Digital & Marketing Officer, L’Oréal India

3:20 p.m.-

3:40 p.m

Spotlight Session

How Mondelez India Marries Ideas & Technology For Brand Building?


VP - Marketing, Mondelez India

3:40 p.m –

3:50 p.m.

Spotlight Session

Decoding Your Profitable Customers With Consumer Intelligence


Co-Founder, Profitwheel

3:50 p.m. – 4:50 p.m.

Panel Discussion

The Playbook for Building Agile Brands


Chief Marketing Officer, Symphony


Co-Founder & Chief Executive Officer, VServ


General Manager – Marketing,

TVS Eurogrip



Director & Head of Marketing, P&G Health India



AVP & Group Head – Marketing, Hyundai Motor India Limited



Co-Founder, FanCode


Session Chair: NIKHIL KUMAR

Vice President - India, SEA & ME, mediasmart

4:50 p.m. – 5:15 p.m.

Special Address

Zepto: Revolutionizing The Way India Shops Groceries Online


Co-Founder & Chief Executive Officer, ZEPTO

5:15 p.m. –5:45 p.m.

Fireside Chat

Pepperfry: Re-inventing How India Shops For Furniture


Co-Founder & Chief Executive Officer, Pepperfry

in conversation with

Co-Founder & Director, exchange4media Group

5:45 p.m. – 6:45 p.m.

Tea Break


6:45 p.m.


Pitch Best CMO Awards


For more details, please check out the microsite:


To attend the summit and awards, get in touch with or


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Kalyan Jewellers announces Rashmika Mandanna as brand ambassador

Mandanna will be the face of the brand in south India

By exchange4media Staff | Mar 23, 2023 6:07 PM   |   2 min read


Kalyan Jewellers has announced the appointment of Rashmika Mandanna as its brand ambassador for the South, representing Kalyan’s lifestyle segment.

Mandanna is a popular actor in South India and has made her mark in the Hindi film industry with her recent releases. With this appointment, she joins the likes of Amitabh Bachchan (Global Ambassador), Katrina Kaif (National Ambassador), Nagarjuna (Andhra & Telengana), Prabhu (Tamil Nadu), Shivaraj Kumar (Karnataka) and Kalyani Priyadarshan (Kerala) and other renowned celebrities who have been associated with Kalyan Jewellers, the company said.

Commenting on the appointment, Ramesh Kalyanaraman, Executive Director of Kalyan Jewellers, said, “We are thrilled to have Rashmika Mandanna as our brand ambassador for the Telugu, Kannada and Tamil Nadu markets. Together will Kalyani Priyadarshan, she will be the face of our lifestyle jewellery line up, and we are confident that her popularity and appeal will help us connect with a wider audience and strengthen our brand further.”

Rashmika Mandanna expressed her excitement about the association and said, “I am thrilled to be part of Kalyan Jewellers, one of India’s most trusted and leading jewellery brands, and to join the ranks of other esteemed brand ambassadors such as Amitabh Bachchan, Prabhu Ganesan, Nagarjuna and more. It is an honour to represent a brand that has established itself as a hallmark of trust and transparency. I have always been fascinated by the exquisite designs and craftsmanship of Kalyan Jewellers and I look forward to being a part of Kalyan Jewellers’ journey towards excellence.”

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Usha International partners with Mumbai Indians

This is the 10th consecutive year of the partnership

By exchange4media Staff | Mar 23, 2023 4:25 PM   |   2 min read


Usha International has announced it will continue it official partnership with five-time-champions, Mumbai Indians men’s cricket team, for the 10th consecutive year. The much-awaited cricket tournament gets underway on March 31, 2023, with the Mumbai Indians playing their first game on April 2, 2023.

Aligning perfectly with Usha’s ‘Play’ ethos, the partnership bears testimony to Usha’s commitment to support and promote a culture of sports and athletics, as well as an active and healthy lifestyle, the company said.

This season will have 70 league games and 4 playoff games, played across 12 venues over the course of 52 days. As part of the association, the ‘USHA’ logo will be prominently visible on the caps and helmets of all Mumbai Indians players. The ‘Usha Play’ branding will be visible on perimeter boards and screens during the match.

Speaking on the partnership, Komal Mehra, Head – Sports Initiatives and Associations, Usha International said, “To reach a decade-long association with Mumbai Indians is a milestone that echoes the mutual respect and alignment of both brands. It further reiterates our dedication to nurturing sports and developing a sporting ecosystem via strategic partnerships. The Mumbai Indians franchisee displays the true spirit of sportsmanship, and its players are role models for the youth, inspiring them to lead active and healthy lives. We wish the players the best of luck and look forward to witnessing some high adrenalin games this season!”

The Mumbai Indians Spokesperson said, “We are pleased to continue our long-standing partnership with Usha International. This is a strong and valuable relationship has made them such an integral partner in our journey. Mumbai Indians are glad to be a platform that helps partners leverage and maximise the plethora of opportunities available, helping them reach a wide demographic of fans.”

Led by Rohit Sharma, who is captaining Mumbai Indians for the 10th season, the team continues to have a strong mix of experienced as well as exciting young talent, donning the iconic blue and gold including Suryakumar Yadav, Ishan Kishan, Tilak Varma, Jasprit Bumrah, Cameroon Green, and Jofra Archer, amongst others.


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Apis' new Ramadan campaign makes a case for health in times of worship

The campaign will commence on the first day of Ramadan, and continue until the celebration of Eid al-Fitr

By exchange4media Staff | Mar 23, 2023 12:35 PM   |   3 min read


Apis India, one of the leading FMCG brands in India, is launching a campaign during the holy month of Ramadan. The campaign, titled “Ibaadat Ke Iss Mahine Rakhein Sehat Ka Saath”, aims to promote individual well-being by blending the spiritual and personal aspects of Ramadan through Apis India's range of dates clubbed with other relevant products consumed in the month of Ramadan. Beyond just health, the campaign also celebrates the community bond that Ramadan brings together.

The strategy of the campaign will follow two routes, utilising both traditional media and online marketing. The campaign will commence on March 23, the first day of Ramadan, and continue until the celebration of Eid al-Fitr. In addition to leveraging traditional media, Apis India will also utilise social media platforms as an extension to the campaign, along with influencer marketing and targeted ads to reach a broader audience. Through this campaign, Apis India aims to make a lasting impact on individuals and communities across the country, promoting overall well-being during the holy month of Ramadan.

As part of its digital campaign for Ramadan, Apis is implementing a multifaceted strategy that includes a variety of initiatives. In addition to the ongoing social media campaign, the brand has planned a Pan-India contest and an influencer campaign on social media. These efforts are designed to engage with a wide audience and promote the brand's message of overall well-being during the holy month.

The contest invites participants to create unique recipes using Apis dates and other products for sehri and iftar promoting the diverse delicacies of the season through the brand.

As part of Apis India's “Ibaadat Ke Iss Mahine Rakhein Sehat Ka Saath" campaign, the brand's social media strategy includes an online contest that leverages the overarching narrative. The contest aims to bring the community together in an engaging activity to not only celebrate Ramadan, but also as a means to make the brand an active part of it. Through the contest, Apis India wants consumers to come along and share some of their unique recipes that make their Ramadan celebrations their own. During iftar a variety of delicious foods are prepared. Leveraging this aspect, Apis stands at the centre of this contest, with its Dates, Honey, vermicelli and kesar being made to be the building blocks of these unique recipes. 

Being a social media contest that engages the community, Apis India is also relying on other factors to reach out to a broader community. Through influencers from the Muslim community, the brand aims to spread awareness, while maximising the influencers by using them as a catalyst to boost the activity. The brand is also focusing on targeted ads during this holy month to amplify its online campaign.

To expand its reach beyond the digital sphere, the brand also includes hoardings, billboards, and banners to complement the social media campaign. In addition, the brand will organise an on-ground activity inspired by its video advertisement which conveyed the message of togetherness across religious lines and promoted the brand as an icon bringing people together.

The on-ground activity will see Apis visiting areas in the national capital with a significant Muslim population and distributing hampers containing Apis Dates and other products to the underprivileged during iftar. Through this initiative, Apis aims to increase consumer awareness about the significance of physical well-being during Ramadan and create a deeper bond within the community. By leveraging its campaign, Apis hopes to make a lasting impact on individuals and communities across the country.

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