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Bengaluru-based e-commerce roll-up startup GOAT Brand Labs has secured $21 million in a combination of debt and equity funding. This funding round was led by prominent investors, including BlackRock, Mayfield, and NB Ventures. The fresh capital will be used to drive the growth of its portfolio brands, such as Chumbak, trueBrowns, The Label Life, Pepe Jeans Inner Fashion, Voylla, Petcrux, and Nutriglow.

The startup did not disclose the specific breakdown between debt and equity or the valuation at which the funding was secured. GOAT Brand Labs plans to use the new funds to expand its presence across multiple channels, including quick commerce, brick-and-mortar stores, and exports. The company aims to achieve EBITDA profitability in the second half of FY25.

"We are experiencing strong momentum in the D2C space," said Rishi Vasudev, Co-founder of GOAT Brand Labs. "Given the strength of our brands, our omnichannel strategy is taking shape. We will utilize this capital primarily for growth, focusing on quick commerce, exports, and offline stores. Our brands are scaling profitably, with some nearing the INR 100 crore ARR mark."

In light of ongoing discussions and investor interest, the startup announced that the investment round will be extended and is expected to close at around $30 million.

In June 2022, GOAT Brand Labs raised $50 million in a mix of equity and debt. The Bengaluru-based company competes with Mensa Brands, which owns brands like My Fitness, Pebble, and others.

Founded by Rishi Vasudev and Rameswar Misra in May 2021, GOAT Brand Labs is an aggregator of D2C brands, investing in digitally native brands across categories such as fashion, home, beauty, and personal care. To date, it has raised over $80 million from investors including Tiger Global, Flipkart Ventures, Rockstone Ventures, Nordstar, and Better Capital.


GOAT Brand Labs raises $21 million to drive omnichannel expansion

Dentsu Creative Webchutney has won the digital mandate for Godrej Professional - the professional hair brand from Godrej Consumer Products Limited (GCPL). The account was won following a multi-agency pitch and will be serviced from the agency’s Mumbai office.

 
As per the mandate, Dentsu Creative Webchutney will lead the digital marketing strategy and execute innovative campaigns for Godrej Professional. Leveraging expertise in data, technology, and advanced marketing, the agency will deliver digital solutions and unforgettable brand engagements. This partnership aims to establish Godrej Professional as the preferred choice of brand in salons, driving growth and enhancing consumer loyalty, stated the company.

 
Aradhita Utterkar, Head - Marketing, Godrej Professional said, “The decision to collaborate with Dentsu Creative Webchutney was driven by their exceptional ability to combine creativity with strategic insight. We are excited about the potential this partnership holds and look forward to creating impactful campaigns that not only enhance our brand but also inspire our audience.”

 
Nikhil Kumar, Managing Partner (West), Dentsu Creative Webchutney added, “This is undoubtedly a special win for all of us. The win further validates our digital-first mindset and our ability to leverage new-age possibilities while contextualizing them to the business opportunities in play. We truly feel humbled by the team’s belief in us and look forward to partnering with them in their journey ahead.”


Dentsu Creative India recently reimagined its creative business to align with the evolving needs of its clients. Dentsu Creative India now encompasses three portfolio brands: Dentsu Creative Webchutney, Dentsu Creative Isobar, and Dentsu Creative PR. Dentsu Creative Webchutney delivers creative solutions across both traditional and digital media. 


Read More: <a href="https://www.storyboard18.com/advertising/wavemaker-india-bags-jk-cements-media-business-exclusive-34575.htm">Wavemaker India bags JK Cement's media business?: Exclusive</a>

Dentsu Creative Webchutney wins digital mandate of Godrej Professional

Adbuffs has recently secured the performance marketing mandate for Plush that specialises in premium period care products and intimate wellness solutions. As part of the mandate, Adbuffs will amplify Plush’s reach and impact to further enhance its position as the premium women's wellness brand in this competitive space. 

The announcement follows the implementation of performance marketing campaigns by Adbuffs. Adbuffs will be focused on driving sales and expanding Plush’s presence in the competitive women’s wellness ecosystem. 


“We are excited to continue our journey with Plush and contribute to their ongoing success”, said Arnab Bhattacharya, Entrepreneur in Residence, Adbuffs. “By harnessing our experience in the space of performance marketing, we are driven to elevate Plush’s visibility and deliver impactful results that resonate with their target audience. Having consistently demonstrated our ability to drive growth for Plush, we are looking forward to retaining their trust for the forthcoming years as well.”


Building on this momentum, Prince Kapoor, Co-founder, Plush, says, “We are thrilled to continue our collaboration with Adbuffs, an expert in the space of D2C performance marketing. Having trusted them to help us scale, we believe that their proven track record of delivering results using digital marketing strategies, ranging from Google to Meta Advertising, Email Marketing to Creative Rate Optimization can help us target the right audience. And the unique ad creatives that they offer align with our mission to provide sustainable alternatives to consumers in the period care and hair removal segments.”


Moving forward, Adbuffs strives to strengthen Plush’s position as the leading female wellness brand by showcasing readiness to experiment with innovative market techniques and making headway with efficient campaign strategies. 

Adbuffs secures performance marketing mandate for period care brand Plush

Buffalo Soldiers has acquired Columbia Pacific Communities, a senior living community operator. This partnership symbolizes a new chapter in digital engagement for senior living, with Buffalo Soldiers managing Columbia Pacific Communities' social media, online reputation, and crafting innovative campaigns throughout the year.

“This partnership with Buffalo Soldiers is a step towards enhancing our digital engagement, reaching out to more seniors and their families, and creating awareness about the enriching lifestyle we offer,” says Sanjay Vishwanathan, Senior Vice President – Sales and Marketing, Columbia Pacific Communities. "Partnering with Buffalo Soldiers allows us to create this engagement in new and meaningful ways. We're excited to see how this partnership will enrich our
communication and storytelling," Sanjay Vishwanathan added.

Sumon K Chakrabarti, Co-Founder & CEO of Buffalo Soldiers, expresses his enthusiasm, “We’re honored to partner with Columbia Pacific Communities. Our goal is to create digital narratives that resonate with the vibrant lives of seniors. 

“CPC offers us a chance to delve into a sector that's close to our hearts. Seniors have rich stories and experiences, and our aim is to bring these stories to life digitally, connecting them with a broader audience,” Chakrabarti added.

Buffalo Soldiers’ expertise in digital creativity is set to bring a fresh perspective to the senior living sector, highlighting the vibrant and fulfilling lifestyle that Columbia Pacific Communities provides. This partnership is not just about marketing; it's about creating a community and a sense of belonging online. Buffalo Soldiers plans to use its expertise to develop content that celebrates the spirit of senior living, fostering a sense of connection and engagement among the residents and their families.





Buffalo Soldiers wins digital mandate of Columbia Pacific Communities

The recently launched ad agency by former Executive Creative Directors at Wunderman Thompson, Steve Priya, have today made the announcement of its first major new business win - The Sleep Company. 

This account was secured after a multi-agency pitch. The Mumbai office of the agency will be handling the account. Priyanka Salot and Harshil Salot have led the foundation of The Sleep Company, an omnichannel leader in the comfort-tech business. 

It is currently making an entry into a new phase of diversification and growth across Smart Recliner Beds, Mattresses, Recliner Sofas,  the most recently launched ErgoSmart Chairs. Steve Priya will be overseeing the  creation of integrated marketing solutions across all product categories.

Commenting on the partnership, Ripal Chopda, Chief Marketing Officer, The Sleep Company said, “Steve Priya's innovative creative approach and strategic acumen is what set them apart. Their ideas resonated deeply with us, underscoring a profound alignment of vision and purpose. We look forward to the transformative impact of this partnership, and crafting spectacular work together.” Priya Pardiwalla & Steve Mathias, Chief Creative Officers and Co-Founders said, “The Sleep Company never sleeps, it’s constantly at work, innovating new designs and products that are all set to disrupt the market. We are excited to partner them in this adventure and are eager to start creating work that’s insightful, unexpected, engaging and stands out in this category.” Founded in 2019, The Sleep Company is India’s first and only provider of the patented SmartGRID technology. Currently, The Sleep Company operates over 75 stores across 25 cities, bringing cutting-edge comfort solutions to millions of customers nationwide.



Steve Priya wins creative mandate of The Sleep Company

Gopal Snacks hands over its creative duties to Scarecrow M&C Saatchi. The full-service creative duties of the brand will be handled by the agency's Mumbai office, stated the company in the release.


Manish Bhatt, founder director, Scarecrow M&C Saatchi stated, "At Scarecrow, we have worked for greater brands that have emerged from Gujarat like Reliance, Rasna, Wagh Bakri, Varuna Pumps, Vasu Healthcare, and more, and walked along on a growth journey with some. Gopal Snacks is one such brands - Not just Scarecrow but I am personally also looking forward to contribute in its growth journey."


Raj Hadvani, wholetime director and chief executive officer, highlighted, "In the highly competitive and impusle buying snacking category, we believe that Gopal Snacks has the potential to cater to every consumer across India and the globe with our unique taste and quality. Scarecrow M&C Saatchi's competence in understanding brand, contemporary strategising and storytelling makes them perfect growth partners."


In 2023, Scarecrow M&C Saatchi has appointed Samera Khan to spearhead the agency's creative strategy and planning initiatives. She joins the agency as innovation consultant. Khan has over 17 years of experience. She has worked with agencies such as Ogilvy, DraftFCB, Havas, and Dentsu Webchutney. 


In her tenure in these companies she has closely worked Red Bull, Flipkart, Vodafone, Airtel, Shoppers Stop, Baxter, Teach for India, and many Unilever brands. Khan has also been an adjunct professor at Xavier's College and Miami Ad School in Mumbai. Currently, she imparts her knowledge in interactive conceptualisation, digital marketing, UX/UI, consumer behaviour, and creative strategy at MICA, Ahmedabad.


Read More: <a href="https://www.storyboard18.com/agency-news/oppo-india-gives-its-media-mandate-to-phd-india-27465.htm">Oppo India gives its media mandate to PHD India</a>

Scarecrow M&C Saatchi bags the Gopal Snacks' creative mandate

Mirum India, a VML company, has won the digital mandate for ibis Hotels, a brand under the Accor group. Under this mandate, Mirum India will be the digital and social media agency of record (AOR) for ibis Hotels. 

ibis Hotels aims to strengthen its position in the market by reaching out to its audience more effectively through digital channels. With a focus on building a community for the brand on the digital front, Mirum India will play a strategic role in creating awareness and driving top-of-the-mind-recall for the brand.

Commenting on the partnership, Animesh Kumar, Commercial head - ibis & ibis Styles India, shared, “The partnership with Mirum India, marks a strategic move for ibis Hotels in our journey to reinforce our digital presence and connect more deeply with our audience. As we embark on this journey, we're committed to leveraging innovative digital strategies not only to amplify our presence but also to cultivate a vibrant digital community. Together with Mirum India, we aim to create immersive experiences that resonate with our guests, fostering lasting connections, and enhancing the essence of ibis Hotels.”

Mirum India will play an important role in amplifying ibis Hotels' digital presence through strategic planning, media, production, and execution of comprehensive digital marketing campaigns.

Mihir Karkare, Managing Director, Mirum India, expressed his excitement about the new partnership, "If we look at the recent stats, domestic tourism is expected to bounce back to the pre-pandemic levels by 2024–25, with foreign tourist arrivals increasing by 435% over the next three years. With the opportunity that it presents for the Indian tourism sector, I believe this partnership couldn't have happened at a better time. The team is fueled with determination to elevate ibis Hotels' digital presence to even greater heights. Together, we're set to create a captivating digital landscape that will enable ibis Hotels to foster deeper connections with its audience and build brand loyalty."

With Mirum's track record of delivering successful digital campaigns and ibis Hotels' commitment to providing excellent hospitality, this partnership is set to take the hospitality industry by storm.



Mirum India wins digital mandate for ibis Hotels

Digitas India, a connected marketing agency within the Publicis Groupe, has announced that it has won the digital creative mandate of Deoleo India Pvt Ltd., a leader in olive oil with brands such as Figaro and Bertolli. 


This collaboration entrusts Digitas India with the creative and social media responsibilities for Deoleo's marquee products, including Figaro Olive Oil, Bertolli Olive Oil and Figaro baby range. The objective is to transform these brands through cutting-edge digital narratives and enhanced consumer engagement. Digitas India will also help the brands to venture into new markets while reinforcing the allegiance of existing clientele and heightening awareness about olive oil consumption. 


Sonia Khurana, chief operating officer (COO), Digitas India, said, “We are excited about our partnership with Deoleo. Building a brand on social media takes a deep understanding of the platforms, how the audiences interact with the content on these platforms and an appreciation of the brand & category. We hope to bring the best of all these to make Figaro and Bertolli a success on social media.” 


Deoleo, with its strong legacy in premium olive oil marketing and distribution, is looking forward to this partnership as a decisive move in its digital transformation journey. 


"Collaborating with Digitas India represents a significant step in our strategy to connect more deeply with our consumers leveraging social media," said Satarupa Majumdar, Marketing Director - India and Middle East, Deoleo. "Their creative ideas align entirely with our brand ethos, and we are confident that this partnership will help us tell our story in more convincing and significant ways to our audience." 


This partnership heralds the launch of a series of campaigns designed to showcase the distinct attributes of Deoleo's products.


Read More: <a href="https://www.storyboard18.com/agency-news/sintexs-media-account-on-pitch-exclusive-27330.htm">Sintex's media account on pitch: Exclusive</a>

Publicis Groupe's Digitas India has won the digital creative mandate of Deoleo India

Sintex, the world's largest producer of plastic water tanks and Asia's largest manufacturer of corduroy fabrics, has called for a media pitch, Storyboard18 can confirm. The country's leading media investments firms are vying for the mandate.


Storyboard18 was the first to report when McCann Worldgroup won the creative pitch for Sintex earlier this year. The IPG Group-owned ad agency's media stablemates like Lodestar UM, Initiative Media and its arm BPN fall under IPG Mediabrands. 


In February 2024, the Board of Control for Cricket in India (BCCI) announced Sintex as an Associate Partner for the TATA Women’s Premier League. The partnership will extend for a period of four years from 2024 to 2027.


Sintex has been a leading manufacturer of a diverse range of plastic products in India, providing liquid storage solutions to billions for the last five decades, with a strong commitment to innovation and sustainability. 


At the time, Ashish Prasad, CEO, Sintex by Welspun, said: “At Sintex, we hold dear the values of empowerment, equality, and celebrating excellence. Sponsoring the WPL is a natural extension of these values, which is why we are backing women's cricket in India." 


He added, "As we reinvigorate the iconic brand Sintex, we believe this association will further deepen our relationships with millions of families across India, who live and love Cricket. It’s our way to encourage and empower women across all fields to step ahead of the crease, take charge and WPL provides a superb platform to live this idea nicely." 


Read More: <a href="https://www.storyboard18.com/how-it-works/mccann-worldgroup-india-wins-raft-of-new-business-expands-into-new-client-categories-exclusive-23582.htm">McCann Worldgroup India wins raft of new business; expands into new client categories: Exclusive</a>

Sintex's media account on pitch: Exclusive

IPG Mediabrands, the Indian media and marketing arm of the American advertising firm Interpublic Group, has bagged the media planning and buying mandate for the Indian National Congress for the upcoming 2024 Lok Sabha elections, sources familiar with the matter have told Storyboard18. The account will be handled by BPN, a division of Initiative Media, which is part of IPG Mediabrands. Meanwhile, the ruling party Bharatiya Janata Party's media account has been managed by Sam Balsara-led Madison Media since 2014.


Apart from IPG Mediabrands, other leading ad agencies handling Congress's campaign mandates for the elections include DDB Mudra. Earlier reports from January 2024, as reported first by Storyboard18, confirmed Congress's collaboration with DDB Mudra for the upcoming Lok Sabha elections. However, specific details regarding whether this partnership pertains to creative, outdoor, or digital accounts remain unconfirmed at present.


Read More: <a href="https://www.storyboard18.com/agency-news/madison-media-retains-bjp-media-planning-and-buying-mandate-for-2024-elections-exclusive-27229.htm">Madison Media retains BJP media planning and buying mandate for 2024 Elections: Exclusive</a> 


Like most other leading parties, the Congress party has engaged various political marketing agencies for its campaigns in the past. Some of them include the likes of Nixon Advertising and DesignBoxed. They also continue to work with many of these agencies alongside smaller and specialised agencies.


With the country gearing up for the crucial Lok Sabha elections in 2024, there's a lot of anticipation surrounding the projected advertising expenditures and their consequential impact on the advertising landscape.


Read More: <a href="https://www.storyboard18.com/how-it-works/ddb-mudra-denies-winning-congress-account-for-lok-sabha-elections-2024-21418.htm">Congress sources confirm DDB Mudra on-boarded for LS elections 2024</a> 


Media reports indicated that close to Rs40 billion was spent on advertising in the 2019 general elections which was a significant 20-25 percent increase from the previous election season's expenditures. This time however there is a sharper growth.


Media planners are forecasting a wildly broad spectrum of political ad expenditures on mass media (newspapers, magazines, radio, television, and the internet), ranging from Rs 2000 crore to Rs 13,000 crore. 


Read More: <a href="https://www.storyboard18.com/agency-news/emvies-2024-wavemaker-india-and-mondelez-india-make-headlines-27207.htm">General Elections 2024: Political parties to spend up to Rs 13,000 crore on advertising</a> 


Coming to Congress’ spends specifically, there is no available data on spends on TV, print and radio however they have been spending generously on digital.


As per Meta Ad Library, Rahul Gandhi’s page Rs33 lakhs on 139 ads on Meta in the last 30 days. The Indian National Congress page spent Rs 5.09 lakh on 282 ads in the same period. The party’s Odisha page, Kerala page and affiliate pages like Congress Hai Na have also been actively spending on the platform. The party has also spent close to Rs25 lakh on Google ads in the last 30 days.

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