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Maharashtra’s CM Eknath Shinde inaugurated Mumbai's longest intra-city underground road recently. Bajaj Electricals announced its role in the lighting solutions for the project.

The Mumbai Coastal Road Project, featuring twin tunnels stretching from Princess Street Flyover to Priyadarshini Park spanning 3.93 kilometers, presented unique challenges in tunnel lighting design and implementation. Bajaj Electricals has deployed LED technology and smart control systems to ensure optimal visibility, safety, and energy efficiency throughout the tunnels.

"Our lighting solutions for the Mumbai Coastal Road Project highlight our dedication to pushing innovation boundaries. The tunnels now shine brightly with energy-efficient illumination and cutting- edge technology, reaffirming Bajaj Electricals' commitment to enhancing the urban landscape for
future generations, " says Rajesh Naik, Head of Lighting Business at Bajaj Electricals.

Edited excerpts:

Bajaj Electricals has done a number of roadways/tunnel lighting projects in the past. In what way is the Mumbai Coastal Road Project (MCRP) unique?

While we have experience with roadway and tunnel lighting projects, the Mumbai Coastal Road Project is special because of its unique challenges.
The Coastal Road tunnel has different sections, each requiring a specific lighting design. Bajaj Electricals used best in class LED technology and smart control systems to ensure good visibility, safety, and energy efficiency in the tunnels.

Our solution for the Mumbai Coastal Road Project includes high-quality LED lights and an advanced smart lighting control system. The company went beyond its usual innovation to contribute to Mumbai's longest intra-city underground road.

Specifically, has there been deployment of any new LED lighting technology?

For this specific project, we have opted for a distinctive tunnel lighting approach, deviating from conventional methods observed in other tunnels. The chosen lighting technology incorporates sensors to gauge ambient light levels, allowing for dynamic adjustments to illumination based on factors like reduced or increased light conditions, as well as specific requirements during daylight hours when traffic is minimal. To implement this advanced system, we have collaborated with a reputable European firm specializing in tunnel lighting solutions, offering an end-to-end approach. This partnership not only ensures the integration of additional features if needed but also brings a level of expertise specifically tailored for tunnel environments.

Underground/submarine tunnels would rely entirely on artificial (non-natural) lighting. Please explain how Bajaj Electricals factored safety of motorists in terms of reduced glare, improved visibility?

Our team prioritizes safety and functionality in our comprehensive solution for underground and submarine tunnels. Recognizing the need for artificial lighting, we focus on minimizing hazards and improving visibility for motorists. Bajaj Electricals&#39; solution for the Mumbai Coastal Road Project includes high-quality LED luminaires with specialized tunnel lighting optics, ensuring optimal illumination. These fixtures have fire-retardant polycarbonate lenses meeting UL94, V0 Grade standards for enhanced safety during emergencies. A smart lighting control system dynamically
adjusts brightness based on real-time conditions, linked to the MCGM - Command and Control Centre for heightened monitoring and control, improving operational efficiency and ensuring a safer environment for motorists.

At what stage of the MCRP execution, did Bajaj Electricals come into the picture? Was it involved in the design and planning stage?

Bajaj Electricals closely worked with the consultant – AECOM, end user – MCGM and the EPC – Larsen & Toubro for the lighting design and control system design for this project. With key inputs coming in from distinguished tunnel construction and operations consultants from the UK, we rose to
the challenges presented to us and offered our tailor made tunnel lighting solution comprising of luminaires and controls.

Did Bajaj Electricals engage with any technical partner for MCRP illumination?

To implement our advanced tunnel lighting system, we&#39;ve collaborated with a European firm specializing in tunnel lighting controls, offering an end-to-end approach. This partnership not only ensures the integration of additional features if needed but also brings a level of expertise specifically
tailored for tunnel environments. In future projects, we shall also explore possibilities to cater to other key requirements of a tunnel environment by offering our control.

Bajaj Electricals' Rajesh Naik on Mumbai Coastal Road Project and enhancing urban landscape for future generations

We all know the story – D2C brands rose from the ashes of the internet, bypassing traditional stores and building empires online. But times are changing. Consumers today crave a seamless journey, no matter where they choose to shop. Think about it: you might discover a brand on Instagram, research their website, then head to a physical store to try on clothes before making a purchase. Or maybe you browse online, add items to your cart on your phone, and then complete the purchase on your laptop at home. This is the omnichannel experience in action, and it's the future of D2C.

Here's why I, as a seasoned marketing manager, believe omnichannel is the key to D2C success: It's All About the Customer Experience: Remember, the customer is king (or queen!). They expect consistency – the same brand story, product information, and stellar customer service, no matter where they interact with you. Omnichannel lets you deliver just that, creating a unified experience across online stores, social media, mobile apps, and even physical stores (if you have them).

Reaching New Heights (and Customers): Let's face it, online alone can only take you so far. Omnichannel opens doors to a wider audience. 

Imagine the possibilities: Targeted online ads, strategic influencer partnerships, and even in-store events. It's all about getting your brand out there and connecting with potential customers wherever they may be.

Data, Glorious Data: In today's world, data is king (or queen, again!). Omnichannel allows you to collect valuable insights from all those different touchpoints. This data goldmine helps you understand your customers better – their preferences, buying journeys, the whole shebang. Use it to personalize experiences, optimize marketing efforts, and make data-driven decisions that propel your brand forward.

Building Bridges, Building Loyalty: Let's talk about the magic of customer loyalty. By offering a smooth and convenient omnichannel experience, you build trust and forge stronger connections with your customers. This translates to repeat purchases and those oh-so-valuable word-of-mouth recommendations.

Okay, so how do we make this omnichannel magic happen? Here are some golden nuggets of advice:

Chart Your Course: Before setting sail, have a clear omnichannel strategy in mind. Define your goals, target audience, and the channels you will conquer.

Tech Up!: Invest in the right technology to connect the dots. This could be anything from a robust CRM system to a seamless e-commerce platform.

Data, Data Everywhere: Embrace the power of data collection and analysis. Use it to personalize experiences, track your progress, and
constantly optimize your strategy.

Speak with One Voice: Make sure your branding is consistent across all channels. This includes messaging, visuals, and the overall brand experience.
Customer Service Champs: Train your team to deliver exceptional customer service at every touchpoint, online, offline, and everywhere in
between.

Remember, the D2C landscape is evolving, and omnichannel is the key to staying ahead of the curve. By creating a seamless customer journey, you woll not only survive, but thrive in this ever-changing world. So, what are you waiting for? Go forth and conquer the omnichannel frontier!

Sucharita Ghosh is the VP of Marketing at Suta. Views expressed are personal.

The rise of the omnichannel D2C brand: A seamless journey for modern consumers

The Walt Disney Company's chief executive Bob Iger said that the $8.5 billion Indian media merger deal with Reliance Industries is the “best of both worlds” for the entertainment giant. 

“We wanted to stay in India. We made a big investment in India when we purchased the assets of 21st Century Fox. We’re one of the biggest media companies in India. But even though it’s the most populous country in the world, and we felt we wanted to be there because of that, we also know that there are challenges in that market,” Iger said at a Morgan Stanley investor conference on March 5. Moneycontrol reports. 

On February 28, Reliance Industries announced a joint venture with Disney, which combines the businesses of Viacom18 and Star India to create one of India’s largest TV and digital streaming platforms.

<a href="https://www.storyboard18.com/how-it-works/reliance-disney-media-deal-advertisers-look-forward-to-wider-reach-and-content-boom-25127.htm">Read More: Reliance-Disney media deal: Advertisers look forward to wider reach and content boom</a>

RIL and its group companies will own a controlling stake in the entity and invest Rs 11,500 crore ($1.4 billion) for its growth strategy. The merged entity will have a valuation of Rs 70,352 crore ($8.5 billion) on a post-money basis.

The combined entity will capture about 85 percent of India’s video-streaming audience, according to analysts at brokerage firm Bernstein. Once the deal is completed, two of India’s largest streaming platforms - Disney+ Hotstar and JioCinema will have a single owner. 

Iger said the transaction would allow the US entertainment giant to own a part of a bigger media company in India, one of the world’s fastest-growing media and entertainment markets.

“It’s kind of the best of both worlds. We stay in the market at a significant level. We have a very good partner in Reliance, and we get to have a chance of growing a business and lowering the risk of doing so,” he said.

The blockbuster merger between Reliance and Disney's Indian media assets is not only set to transform the content library for the audience but also create a powerhouse for advertisers to park their ad dollars with assured return on investments.

<a href="https://www.storyboard18.com/how-it-works/reliance-disney-media-powerhouse-how-will-media-planning-change-for-advertisers-25110.htm">Read More: Reliance-Disney media powerhouse: How will media planning change for advertisers?</a>

“We believe the merger of Viacom18 and Star India will have a big impact on the entire M&E ecosystem as the combined entity will command a huge market share. The merger will create a large media juggernaut with 108+ channels (Star India has 70+ TV channels in 8 languages whereas Viacom has 38 TV channels in 8 languages), two large OTT apps (Jio Cinema and Hotstar) and two film studios (one each of Reliance and Disney India),” said Karan Taurani, senior vice president at Elara Capital.

The combined strength of TV and digital for these premium cricket IPs is naturally expected to do wonders when it comes to AdEx boost for the company.

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VIDA and its electric scooter VIDA V1 has nationally launched a new campaign across multiple cities with its creative platform Make Way conceptualized by Wieden+Kennedy India. 

The campaign features a thematic brand film and product films which will be followed by print and various on-ground activations. The thematic brand film revolves around an element that goes unnoticed by many; road signs. These road signs are an ode to the changemakers that history has witnessed. VIDA wants to showcase that the trailblazers of today, will also live on through those who believe in them. The cast includes real-life changemakers like Durga Gawde, Abhir Bhalla, Bhargsetu Sharma and Ashay Bhave. 

Commenting on the campaign, Santosh Padhi (Paddy), chief creative officer, Wieden+Kennedy India, said, “It was important for us to set a unique tone and personality for brand VIDA, within the Hero family and also in the category. While other brands are still selling the EV category, we decided to up the game by tapping into the new age mindset and behavior in our narratives. The brand film is an ode to the changemakers who made this world more meaningful, while we kept VIDA V1 at the core of our narratives. In both films, the casual, candid, slice of life storytelling was well captured by both the directors, it was much needed for us to be energetic, effortless and authentic as these are some of the pillars the brand is built upon".


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The customers should start reading the ingredient labels of their products and should not rely on influencers to inform them, says Musthafa PC, Chairman and CEO of iD Fresh Food.

Bengaluru-based fast-moving consumer goods company (FMCG), iD Fresh Food, is synonymous with dosa batter. Although the company is in the process of rolling out products such as Indian bread, fresh breakfast food items, frozen food, and a health portfolio comprising both food and beverages.


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During the first edition of the Moneycontrol Startup Conclave, Musthafa PC discussed the impact of creating a clean food brand and why consumers should take charge of informing themselves about the ingredients in the food they consume. Responding to the recent food influencer videos that called out bigger food companies, he says that consumers should not rely solely on influencers to make better food choices.

"We don't work with those influencers. But one thing I noticed as an entrepreneur is that I might get attacked tomorrow for something that is not part of my product, right? Somebody can create (content). So, I don't want to come to a conclusion based on what influencers tell me," he notes.

Musthafa PC's appeal to all customers is to start looking at the ingredients.

"If you just Google the ingredients, you will understand what is good and what is bad for you and decide accordingly. I don't think at this stage an influencer needs to tell you what is good or what is bad. If you look at the ingredients, you will know what is in the food and stay away from preservatives, chemicals, and artificial flavors. And that's what we do at iD," he adds.

There has been increased public discourse on bigger food companies being accountable by being transparent about the ingredients they use. Notably, Revant Himatsingka, a health and nutrition influencer known publicly as Foodpharmer, gained fame after a viral video highlighting the high sugar content of Bournvita. He has also made content calling out Pepsico India-owned energy drink brand Sting and Red Bull owned by the Austrian company Red Bull GmbH for their high sugar content. He has also called out Hindustan Unilever (HUL)-owned ketchup brand Kissan Tomato Ketchup and Nestle India-owned Maggi tomato ketchup for their high sugar content.

Musthafa PC believes that companies with transparency as the theme of their business will definitely gain an edge among consumers.

"If companies have nothing to hide and they are fighting a war against preservatives, then consumers will respect those companies, and they will see a better future because people are becoming health-conscious," he notes.

He also credits the Covid-19 pandemic for making consumers more health-conscious, and they are looking at the back label of products.

"They started reading ingredients on the backside. And thereby companies like us are benefiting, and if you look at the growth that we witnessed in the last three years, it was phenomenal because people are becoming health-conscious and started experimenting with or trying out healthier options," he shares.

Consumers are also willing to pay a premium because they trust a brand, says Musthafa PC.

"Over the last few years, that is what we have tried to create. If it is iD, then you can trust it. If it is iD, then it should be clean and if it is iD, then it should be healthy. That is the brand proposition that we try to create," he adds.

Musthafa PC is currently busy hiring talent that aligns with his vision of achieving scale and profitability by being a clean food brand. The company is all set to make a fresh start in the US this year by relaunching its operations, and as part of this plan, the company will introduce two popular food products, namely, parotta and chapati.

Read more: <a href="https://www.storyboard18.com/how-it-works/food-influencer-foodpharmer-calls-out-pepsico-for-taking-down-video-on-sting-energy-drink-10027.htm">Food influencer Foodpharmer calls out PepsiCo for taking down video on Sting energy drink</a>

Customers don’t need influencers to tell them about chemicals in food, says iD Fresh founder Musthafa PC

BRABD MARKETING