Adam Gerhart, GroupM-owned Mindshare’s Global CEO is visiting India after four years and his visit comes on the heels of Mindshare’s historic win at the Cannes Lions Festival of Creativity. The agency picked up Cannes Lions Media Network of the Year Award for 2023, a second win in four years. The agency won the title in 2019.

Mindshare also won a Grand Prix in Media which was awarded to #TurnYourBack, a campaign created by Ogilvy and DAVID, with Mindshare, for Dove. “It feels immensely gratifying and humbling at the same time. This year, we had 99 shortlists, 33 medals across 13 countries and for us it was about innovation but also innovation with impact and we saw those two things come to the forefront, much of it because of the work that was done here in India."

Amin Lakhani, CEO, Mindshare South Asia, shares that Gerhart has clear expectations set out for the India business of Mindshare. “We have crossed the top 10 markets for Mindshare globally and Adam’s wishlist is to make it the number 2 in the next two years." 

Lakhani shares that the focus area for Mindshare India is to dial up the play on digital transformation. “Within this there are three key areas. One is data consulting, the second one is e-commerce and third is to step up acceleration on performance marketing and the fourth is building a centre of excellence for influencer marketing,” says Lakhani.

Watch here. 

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Mindshare's Adam Gerhart and Amin Lakhani on the future of the Indian market

Storyboard18 talks to Adam Gerhart & Amin Lakhani of Mindshare about the future of the Indian market and the expectations they've set out for the India business of Mindshare.

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Representational image via Unsplash

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Three jailed for violating food safety standards in Patanjali Elaichi Soan Papdi case

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The Podcast Pulse, a comprehensive report on podcast consumption in India developed by UNPAC Research (OPC) Pvt. Ltd. with the support of Ideabrew Studios, offers unprecedented insights into the evolving landscape of podcasting in India.

Despite the gradual adoption of podcasts into daily media consumption routines, a lack of comprehensive data on consumption patterns has hindered its recognition as a powerful platform for connecting with consumers.

India has surged to become the third-largest market for podcast listeners globally, yet only 12 percent of Indians are currently engaged, leaving a vast untapped audience waiting to be explored. The Podcast Pulse addresses this gap by offering actionable insights into consumer preferences, content choices, favored hosts, and preferred platforms.

The methodology behind The Podcast Pulse involved a meticulous blend of quantitative and qualitative research techniques. Engaging 2,170 individuals across 10 cities in India, including Mumbai, Delhi, Chennai, Bengaluru, Kolkata, Ahmedabad, Lucknow, Indore, Patna, and Jaipur, the report gauged awareness and listenership statistics. Additionally, detailed interviews with 1,800 active listeners provided invaluable insights into their behavior and preferences.

Key findings from the report include:

•       82 percent of respondents were initially unaware of podcasts, highlighting a significant opportunity for awareness-building efforts.

•       78 percent of consumers discovered podcasts less than a year ago, indicating a recent surge in interest.

•       Authenticity and vulnerability in podcast conversations are highly valued by listeners, fostering a deeper connection with hosts and content.

The report also explores consumption patterns, including weekday vs. weekend trends, preferred episode lengths, and the rise of regional language content. Regional podcasts are identified as a driving force in shaping the industry's future, offering audiences a more relatable and culturally resonant listening experience.

Furthermore, The Podcast Pulse profiles the Aware listener – detailing gender, occupation, age, and level of education – and conducts a deep dive into genre dynamics and explores the nuances between audio and video podcasts.  It charts the four stages of podcast enthusiasts’ journey, from their curious Exploration and Discovery phase to Advocacy as they actively promote and champion their favorite podcasts.

Sheetal Choksi, Director, UNPAC Research says, "We believe The Podcast Pulse is a game-changer, providing insights into India’s podcast consumption and offering a roadmap for creators and platforms to navigate the evolving preferences of Indian audiences, empowering industry professionals and stakeholders to unlock its full potential. As a podcaster myself, I experienced firsthand the challenges in accessing comprehensive data about our audience. Beyond some basic data, no one was able to answer questions like who was listening to podcasts, when, why certain genres did well, etc. This realization was the genesis of The Podcast Pulse – an earnest attempt to fill the void and provide actionable insights for the entire industry."

Aditya Kuber, CEO, Ideabrew Studios says, “At Ideabrew Studios, we are passionate about fostering innovation in audio storytelling. The Podcast Pulse not only showcases the immense potential of podcasts in India but also underscores the importance of diverse and authentic narratives in shaping the future of audio entertainment. This report will be a definitive look into podcast consumption data for advertising agencies, brands and everyone looking to meaningfully engage with a large audience.”



India third-largest market for podcast listeners globally; yet only 12 percent Indians currently engaged

GOZOOP HAWK, and online reputation management and customer support agency under the GOZOOP Group, has bagged the listening and digital response management duties for Amazon miniTV, a leading free entertainment service in India.


As part of the mandate, GOZOOP HAWK’s key responsibilities will include handling digital customer support, monitoring online brand chatter, amplifying positive stories, measuring sentiments, providing timely resolutions and deriving actionable business insights for the brand by understanding and tracking valuable web conversations to delight customers. 


Amazon miniTV offers a large library of popular web series, movies, reality shows, dubbed international content, in multiple genres like comedy, romance, slice of life, thriller and more.


Commenting on the partnership Aruna Daryanani, director and business head, Amazon miniTV said, “ORM is an important component of brand building and reputation management. With the right strategy, ideation and creative thinking we can further strengthen our brand presence. We are excited to partner with GOZOOP HAWK and look forward to their expertise to continue to raise the bar on customer experience.”


Commenting on the win, Premkumar Iyer, president, GOZOOP HAWK said, “HAWK has always demonstrated capability of delivering some of the most unconventional listening and online customer support solutions. This habit to push boundaries coupled with Amazon miniTV's disruptive approach towards the dynamic OTT space makes the relationship click. We have already done some stellar work e.g. during Amazon miniTV’s recent launch of dubbed K-dramas, we turned the whole response management strategy to Korean language generating shift in outreach. We look forward to doing more such unconventional work for them in times to come.”


GOZOOP HAWK bags listening and digital customer support mandate for Amazon miniTV

The marketing team within media giant Cox Media Group (CMG) claims it has the capability to listen to ambient conversations of consumers through embedded microphones in smartphones, smart TVs, and other devices to gather data and use it to target ads, according to a review of CMG marketing materials by 404 Media and details from a pitch given to an outside marketing professional. Called “Active Listening,” CMG claims the capability can identify potential customers “based on casual conversations in real time.”

The news signals that what a huge swath of the public has believed for years—that smartphones are listening to people in order to deliver ads—may finally be a reality in certain situations. Until now, there was no evidence that such a capability actually existed, but its myth permeated due to how sophisticated other ad tracking methods have become.

It is not immediately clear if the capability CMG is advertising and claims works is being used on devices in the market today, but the company notes it is “a marketing technique fit for the future. Available today.” 404 Media also found a representative of the company on LinkedIn explicitly asking interested parties to contact them about the product. One marketing professional pitched by CMG on the tech said a CMG representative explained the prices of the service to them.

“What would it mean for your business if you could target potential clients who are actively discussing their need for your services in their day-to-day conversations? No, it's not a Black Mirror episode—it's Voice Data, and CMG has the capabilities to use it to your business advantage,” CMG’s website reads.

The part of CMG advertising the capability is CMG Local Solutions. CMG itself is owned by Apollo Global Management and Cox Enterprises, which includes the ISP Cox Communications. CMG operates a wide array of local news television and radio stations.

With Active Listening, CMG claims to be able to “target your advertising to the EXACT people you are looking for.” The goal is to target potential clients or customers based on what they say in “their day to day conversations,” the website adds. Specifically, those could include:

Clients can “claim” a territory where they want to use CMG’s services, which are available in a 10 or 20 mile radius, the website says. After setup, “Active Listening begins and is analyzed via AI to detect pertinent conversations via smartphones, smart tvs and other devices,” the website adds. CMG also claims it installs a tracking pixel on its client’s website to monitor the return on investment (ROI).

With an audience created, CMG then delivers adverts to these people through streaming TV, streaming audio, display ads, YouTube, and Google and Bing search, the website says.

“The result? Unprecedented understanding of consumer behavior, so we can deliver personalized ads that make your target audience think: wow, they must be a mind reader,” another section of CMG’s website reads.

Claims about this capability raises obvious and immediate legal concerns; intercepting communications without proper consent can violate wiretapping laws. CMG’s website addresses this with a section that starts “We know what you are thinking…”

“Is this legal? YES- it is totally legal for phones and devices to listen to you. That's because consumers usually give consent when accepting terms and conditions of software updates or app downloads,” the website says.

Beyond CMG’s website, very little information is available about the capability, including how exactly the data is gathered, be that via a software development kit (SDK) bundled into apps, or via collection at another point. For its part, Apple does alert iPhone users when an app is accessing the device’s microphone with a small icon in the UI.

The marketing professional pitched by CMG told 404 Media that after a call with the company, they disabled microphone access on much of their own technology: “I immediately removed all my Amazon Echo devices and locked down microphone permissions on things like my phone as receiving confirmation they are doing things like this have confirmed my worst fears and I, for one, will not take part in it,” they said.

CMG says “the ROI is already impressive” and is actively soliciting potential customers, though. On LinkedIn, Chris Marxmiller, a senior sales consultant at CMG, invites people in his bio to “Ask me about our NEW product - ACTIVE LISTENING.” Marxmiller did not respond to a request for comment which asked for more information on the Active Listening product.

CMG lists a number of other companies as its partners and publishers. These include Amazon, Microsoft, and Google. Microsoft declined to comment. Google told 404 Media in a statement that “For years, Android has prevented apps from collecting audio  when they're not being actively used, and whenever an app activates a device’s microphone, there is a prominent icon displayed in the status bar.” Google did not answer 404 Media’s question in its statement.

Amazon said in a statement that “the advertising product being described would not be possible with Echo devices. We do not share voice recordings with third parties.”

CMG said in a statement that “CMG Local Solutions markets a wide range of advertising tools. Like other advertising companies, some of those tools include third-party vendor products powered by data sets sourced from users by various social media and other applications then packaged and resold to data servicers. Advertising data based on voice and other data is collected by these platforms and devices under the terms and conditions provided by those apps and accepted by their users, and can then be sold to third-party companies and converted into anonymized information for advertisers. This anonymized data then is resold by numerous advertising companies.”

“CMG businesses do not listen to any conversations or have access to anything beyond a third-party aggregated, anonymized and fully encrypted data set that can be used for ad placement. We regret any confusion and we are committed to ensuring our marketing is clear and transparent,” the statement added.

Cox Media Group claims to have capability to listen to ambient conversations of consumers for targeted ads

On June 1, 1945, Fritz Sennheiser, a German inventor and entrepreneur, founded the audio equipment manufacturing company that bears his name and went on to become a global brand. Today, Sennheiser has three business units: Pro Audio, Business Communication and Neumann.Berlin. 


In a conversation with Storyboard18, Andreas Sennheiser, the company’s chief executive officer, said, “The first thing is you have to hit a ‘need’. To not get complacent and to not be happy with what we've achieved, we have to keep listening to the customer and at the same time have a creative dissatisfaction with the status quo. So, the achievements of the past should always be seen as just the new standard. From there, we can iterate again.”


Edited excerpts:


<strong>Tell us more about Sennheiser’s India story.</strong>


We started bringing good audio to India in 2007. At the time, it was really hard to understand where the general public was with audio consumption. We found out that listening to music via headphones wasn’t a known principle. 


So, over the last 16 years, I think we've done quite well in developing the taste of enjoying music on the consumer side. For two years, we focused on the pro business only, along with business communication, and then our Neumann products also.


Particularly, in the last one-and-a-half years after the pandemic, we've seen very strong growth. On the live part, everyone wants to enjoy music, festivals, weddings and all kinds of corporate events. But on the business communication side, government, corporate and also higher education facilities are gearing up significantly for hybrid meetings, for remote lectures and also for a digital government.


<strong>Where do you see India in Sennheiser's growth map?</strong>


In the last two years, India has had one of the highest growth levels, with more than 50 percent annual growth.


As far as the general business globally is concerned, we could supply all our customers with products even during the pandemic. So, we were never really out of products.


<strong>From a product lens, what’s the focus?</strong> 


We have several focuses. There’s a general common focus that more and more of the technology that we’re using—it is highly advanced—is hidden behind very simple user interfaces. 


So, we want to make it as simple as possible, come up with seamless integration, plug and play with our installed business like ceiling microphones… This is so that an integrator, a consultant or the end user really doesn’t need to deal a lot with technology but actually can focus on the experience.



<strong>Many global CEOs are surprised by the way Indian consumers have evolved over the last few years. From a price-conscious market, we now are a value-conscious market. So, what are your observations and what is unique about Indian consumers?</strong>


Well, you just gave the right keywords. 


It has evolved from a price sensitive market of buying at the lowest possible level to now buying the highest possible value. So, with that, we are in an excellent position because we love competition. We love the direct comparison of our products with competitive products because usually this is when we win.


That's why value-based buying decisions are very much in our favour, because we provide superior audio quality. 


<strong>Globally, what are the trends in the audio space and do you see the adoption of those trends in India anytime soon?</strong> 


One of the big trends is that high–quality audio is being more and more appreciated. This is particularly when it comes to immersive audio and spatial audio. In the studios, we have more and more Atmos installations with our Neumann speakers. Also, on the playback side, we see a lot of venues now having full arrays of speakers for an immersive experience.


So, the whole appreciation for good audio has significantly increased over the last few years. At the same time, there’s also a strong trend of simplification of workflows. So, we try to focus on making the lives of our end users as simple as possible, particularly because there's also cost pressure on production, music production, news gathering etc. We want to give them the gear that they can operate with the least possible amount of people. 


<strong>What is the brand perception of Sennheiser?</strong> 


Sennheiser has a brand reputation of being extremely reliable, creating remarkable audio experience and being a highly innovative brand. 


The topmost factor is always reliability. In a meeting room, you don’t want to spend 20 minutes getting the system to work. An artist in front of 50,000 people, the only thing he or she can hold is a microphone, and that should not fail.


<strong>In terms of marketing, what are the big plans for India and what are the investments like?</strong> 

Our main investment is in people and education. So, it's people on our end and education on the customer side.

We see that the more there are highly talented technicians, audio engineers and people who know the difference between an okay system and a great system.

During the pandemic, we produced 200 tutorial videos: how to use our microphones, how to set up gear in general, and how to build a studio. A lot of things to just help the audio community do a better job.


<strong>In India, startups have been weaving a very different story in the last few years. As a family-owned company and one of the oldest startups in the audio space, do tell us what it takes to make a successful business and your advice for startups here. </strong>

The first thing is you have to hit a ‘need’. This is not only true in a startup, but also when a company like ours gets older. Now, we’re closer to the 80th year of our existence. To not get complacent and to not be happy with what we've achieved, we have to keep listening to the customer and at the same time have a creative dissatisfaction with the status quo.

So, the achievements of the past should always be seen as just the new standard. From there, we can iterate again. 

<strong>There are a bunch of profitable startups in the audio space here in India. What impresses you about them and are there any lessons that you can pick from them? </strong>

When startups have a platform economy in mind and then scale that up, they can very quickly cover a very broad demand, be it with fintech platforms or be it any other integration.


That is an approach that I find highly attractive because it's not product and gear oriented, but really platform oriented. And this is also a strategy that we're adopting more and more. We are not just selling gear to our customers, but we actually provide the control platform with it to make it as easy as possible. 


That has been a strategy for a couple of years—to have a lot of allies in the industry in order to allow a seamless integration for the end user. So, the platform is really the main focus. And, what we're selling in terms of gear is just an endpoint to the whole platform.

<strong>Has the target audience of Sennheiser evolved over time?</strong> 

Yes and no. Our target audience grows with us.

While there was an entry target audience a decade back that has now matured in age and in income, they are now being lifted to the next level.

I had a chance to meet with music composer duo Salim-Sulaiman. We had a chat about technology particularly, and they stressed upon how they started with simple gear and then moved to higher-grade gear.

Andreas Sennheiser: We have to keep listening to the customer and have a creative dissatisfaction with the status quo

Gen Z consumers are 50 percent more likely to take their friends' recommendation over an influencer or a celebrity when making a purchase decision, revealed a study from Yuvaa – the Indian Gen Z-driven youth media, impact, and research organization.

An Economic Times report states that the findings are based on a report titled 'Not All Gen Z'. The findings are based on responses from over 900 Gen Z participants, spanning over 20 cities across tier I, II, and III cities and towns of the country. Gen Z represents people born between 1997 and 2012 who show distinctive behavior in their lifestyle and shopping habits. At over two billion, Gen Z forms roughly 25 percent of the global population. It makes up for over 35 percent of India's population, according to Yuvaa.

Their estimated spending power is in excess of €235 billion, according to BCG. 

<strong>Influencers provide brand visibility</strong>

Karthik Srinivasan, a communications strategy consultant, believes that we trust the references and recommendations of the people we trust the most within our family or friends circle. However, influencers have a different role to play.

"They have come to usurp the role of mainstream media and advertising to a large extent and have become predictable sources of visibility more than influence. In other words, influencers (along with mainstream media and advertising) are sources of introducing products or services, use-cases, and giving them visibility, but they may not necessarily persuade people to make the purchase. That's where friends and family (known peers, colleagues too) would come into play," he explains.

Srinivasan tells Storyboard18 that influencers are merely shilling a product for a fee and have long stopped pretending to be actual users of a product to offer use-based/experience-based content/information.

"Even if they claim to offer personal experience-based recommendations, if viewers/followers see the disclaimer about paid content, they'd automatically discount that factor and take that recommendation with a pinch of salt," he adds.

Yuvaa's report findings also highlight a few key aspects of a Gen Z consumer who is not only willing to support brands that support social causes but also cares about sustainability. Around 63 percent of Gen Z shoppers surveyed said they prefer brands that support social causes. 

71 percent of Gen Z prioritize brands that are environment-friendly, and 77 percent consider price when buying something, even if it's not sustainable. Gen Zs are split equally between feminist and non-feminist brands, but 60 percent of women prefer them.

<a href="https://www.storyboard18.com/quantum-brief/amazon-vs-myntra-who-will-win-over-more-gen-z-shoppers-in-india-8247.htm">Read more: Amazon vs Myntra: Who will win over more Gen Z shoppers in India?</a>

<strong>E-com platforms chasing Gen Z</strong>

These trends are being closely followed and implemented in product and marketing strategies by e-commerce platforms in India. Storyboard18 reported that there has been intense competition between online retailers to woo the next generation of shoppers, with e-commerce platforms Amazon and Myntra actively investing in the Gen Z cohort.

Flipkart-backed fashion portal Myntra, for instance, announced the launch of FWD, an in-platform experience offering additional brands and styles curated for Gen-Z shoppers.

The move comes days after rival Amazon Fashion introduced the ‘Next Gen Store,’ catering to the unique needs of Gen Z shoppers, who seek to experiment with fashion and have varying preferences in terms of styles, sizes, brands, and fitting.

While Nykaa Fashion has not yet launched a dedicated platform for Gen Z shoppers, it has been onboarding brands that target this cohort. Recently, it added MIXT, which offers streetwear-inspired modern apparel options such as bodysuits, corsets, jumpsuits, jackets, cardigans, and footwear. It brought in Cider, a US-based label, expanding its global offerings to Indian consumers.

Gen Z segment has a distinct aesthetic that impacts their brand choices, which have been driving fashion trends – crop tops, ribbed dresses, chunky sneakers, and baggy jeans.

Unlike previous generations, which were heavily influenced by Bollywood and sports celebrities, Gen Z shoppers are more picky about who they follow. Social media influencers have emerged as a significant force in shaping their purchase decisions.

However, there is a catch. This group only follows influencers or celebrities who ‘walk the talk’ and are more trustworthy.

<strong>Value for sustainability, inclusivity</strong>

Bindiya Bhatt, senior director of category management at Myntra told Storyboard18 that for Gen Z, inclusivity, authenticity, and unconventionalism take centre stage as well.

"By embracing these values and catering to their specific needs, businesses can create more meaningful and impactful experiences that resonate with this important and influential demographic," she said.

Technopak Advisors' Ankur Bisen had a deeper insight, saying Gen Z shoppers are community-driven and seek better products rather than stay loyal to brands.

"...they are definitely seeking better products than brands and they are also looking at the consumption of fashion through communities. For example, there are communities towards gaming, nature, and even limited edition products. The spin-off from this trend could be the 'sneaker culture' in India and the craze to buy limited edition sneakers that are being sold online. These are some micro trends that one needs to notice," he said.

Influencers’ influence waning? GenZ listen to friends over social media influencers

Why PepsiCo India’s Lay's launched gourmet chips

Storyboard18 x Momo Media: Let's Talk - Masculinity in Advertising

“We will have another incremental billion dollars in the next three years for the home-grown billion dollar brand Thums Ups,” says Arnab Roy, vice president and head of marketing, Coca-Cola India and Southwest Asia to Storyboard18’s Shibani Gharat. He also talks about the brand’s new advertising campaign #HarHaathToofan.

<iframe title="Coca Cola's Arnab Roy On Thums Up New Campaign 'Har Haath Toofan' | Storyboard 18 | CNBC-TV18" src="https://www.youtube.com/embed/fXe4to9HL4Q" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

Coca-Cola's Arnab Roy on Thums Up’s new ad campaign #HarHaathToofan

GE's Linda Boff on what it takes to reinvent a 130-yr old brand

Chat with IPG's Arun Kumar and Plum's Shankar Prasad and actor Ananya Pandey

The Pithoragarh Chief Judicial Magistrate's court sentenced three persons to six months imprisonment for violating food safety standards in the production and distribution of Patanjali Elaichi Soan Papdi. The court also imposed fines ranging from Rs 5,000 to Rs 25,000. 

Abhishek Kumar, the assistant general manager of the company, and Leeladhar Pathak, a shopkeeper from Berinag town, were given six-month imprisonment sentence, along with fines. Ajay Joshi, the assistant manager of Kanhaji Distributors Pvt Ltd, an authorised Patanjali distributor based in Ramnagar, Nainital, also received the same jail term. 

The convictions were made under the Food Safety and Standards Act, 2006. The case started when samples of Patanjali Elaichi Navratna Soan Papdi were collected from Pathak's shop in September 2019. The samples were sent to the National Laboratory in Ghaziabad, Uttar Pradesh, for testing. The lab reports indicated that the samples did not meet the food safety standards and a case was registered in 2021. 

Patanjali Foods, formerly known as Ruchi Soya Industries Limited), filed a clarification with the BSE, on the recent news in media on "Unsafe Patanjali Soan Papdi". The statement said, "Pursuant to Regulation 30 of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015, we may clarify that this matter pertains to the year 2019 when sampling was conducted at the premises of a distributor of Patanjali Ayurved Limited (“PAL”). A case was filed before the Chief Judicial Magistrate, Pithoragarh against the nominee of PAL and its distributor. The recent court conviction pertains solely to the nominees of PAL and its distributor who are going to challenge the conviction order." 

It added, "Kindly note that Food Business came into the fold of Patanjali Foods Limited (“the Company”) in July, 2022 only and hence the Company has no connection with this matter. The Company remains dedicated to transparency and integrity in all its operations." 


Online sales of innerwear rose by over 80 percent during FY 2024 as compared to FY 2023, as per data analysed by e-commerce enablement SaaS platform Unicommerce. This shows the growing significance of online channels for innerwear sales. The data is based on the information analysed by Unicommerce relating to the innerwear brands utilising the Unicommerce platform.

The range of products bought online includes lingerie sets, bras, panties, sleepwear, swimwear and loungewear. Other categories that have clicked higher during this period include women's sportswear, activewear and shapewear.

Unicommerce data shows buyers from more than 340 cities utilising online channels for their innerwear purchase. In addition to tier - 1 cities and metropolitans like Delhi, Gurgaon, Mumbai, Bangalore, e-commerce order volumes across tier - 2 and  tier- 3 cities rise exponentially by over 75% and 80% respectively. These include cities like Jaipur, Lucknow, Rohtak, Surat, Patna, Nagpur, and Ranchi among many others. The wider adoption of online channels indicates greater comfort for consumers across smaller towns towards making their innerwear purchases online.

Unicommerce counts leading innerwear brands like VIP Clothing, Lux Industries, Monte Carlo, PepeJeans and Bummer among others as its clients. It powers their online sales through its various solutions including multi-channel order management, warehouse & inventory management and seller-management for marketplaces.

Underscoring the growing importance of online channels, Kanishk Pathare, D2C Head at VIP Clothing Limited added, “We have witnessed a prominent shift in consumer interest from conventional, off-the-shelf buying to an online-first shopping approach. As our technology partner, Unicommerce’s platform provides the operational support to manage orders through these channels efficiently and ensures greater strength of our e-commerce supply chain”.

New-age innerwear brand Bummer is an online-first D2C company which focuses on India’s huge millennial and GenZ audience. “We have been a pure play online platform offering a myriad of options for the digitally savvy youth through our website as well as multiple marketplaces. Online channels continue to witness the growing interest of online shoppers for our products. With Unicommerce’s technology solutions, our post-purchase operations are automated for smoother order processing further enhancing our inventory visibility across channels," said Irfan Mansuri, Head of Operations at Ballr Apparels Pvt. Ltd. (Bummer).

Innerwear is about increasing users' comfort by offering them a wide selection of design, fit, fabric, size, etc, which leads to a large number of SKUs. The category has further expanded due to the increasing popularity of new products like period panties, intimatewear and maternity innerwear. Unicommerce’s technology solutions manage a large number of SKUs to meet varied user demand. Unicommerce provides a sector and size agnostic platform to meet the different industry requirements with its comprehensive offerings for end-to-end management of e-commerce and retail operations.

Commenting on the growing demand for online shopping across the innerwear segment, Kapil Makhija, MD & CEO of Unicommerce said, “Online shopping is adding newer pathways for e-commerce segments like innerwear, leading brands to tap connect more effectively with their target audience. As a technology platform, we are committed to supporting brands, retailers and marketplaces by enhancing the efficiency of their post-purchase operations.”

With a growing Annual Recurring Revenue (ARR) as of the quarter ending September 2023, Unicommerce has achieved a 750 million+ Annual Transaction run-rate, serving over 3500 customers, managing 8000+ warehouses, and processing orders from 1900+ stores through its platform.

Online sales of innerwear grows by over 80 percent in FY24: Unicommerce

Apparel Group, a global fashion and lifestyle conglomerate, has partnered with Myntra to expand the presence of Victoria's Secret in India. 

Through this strategic partnership, Victoria's Secret will bolster their presence on Myntra. 


Victoria’s Secret will cover segments like lingerie, lounge wear, personal care products, bags and wallets. 


Commenting on the partnership with Myntra, Tushar Ved, president of Apparel Group India, added “Partnerships are key to unlocking new opportunities and achieving greater success. By joining forces with Myntra, we can leverage their expertise in e-commerce and digital marketing to enhance our virtual presence in India and offer customers an unparalleled shopping experience.”


Speaking on the partnership, Venu Nair, CXO - strategic partnerships & omnichannel, Myntra, said, "We are thrilled to onboard Victoria's Secret onto our platform. This collaboration not only signifies a strategic step in expanding our brand portfolio but also highlights the synergistic alliance between Myntra and the Apparel Group. By leveraging Myntra's robust e-commerce ecosystem and digital marketing prowess, coupled with Apparel Group's commitment to global fashion, we are poised to redefine the Indian fashion landscape. This association not only strengthens our foothold in the market but also reinforces our dedication to offering our customers an unparalleled shopping experience. Together, we are committed to bringing forth a diverse array of high-quality, innovative fashion choices, ensuring that every individual can express themselves authentically through their style.”


<strong>Read More:</strong> <a href="https://www.storyboard18.com/quantum-brief/amazon-vs-myntra-who-will-win-over-more-gen-z-shoppers-in-india-8247.htm">Amazon vs Myntra: Who will win over more Gen Z shoppers in India?</a> 

Apparel Group partners with Myntra to expand Victoria's Secret's presence in India

Mankind Pharma has launched a nationwide campaign on the occasion of World Hypertension Day called 'Limit White India'. This initiative aims to raise awareness about the dangers of excessive salt and sugar consumption which with other factors like sedentary lifestyle and obesity can be a major risk factor for hypertension.

Studies have shown that 1 in 4 adults in India suffer from hypertension and 101 million people in India which is about 11.4% of the country's population, are living with diabetes. Diabetes and hypertension are often referred together as "partners in crime" due to their closely linked impact on global health. It is common knowledge that these conditions not only coexist but exacerbate each other, creating a compounded risk of severe health issues such as cardiovascular diseases, stroke, and kidney failure.  The 'Limit White India' campaign focuses on educating Indians to limit their intake of 'whites' like salt and sugar. The campaign emphasises the need for gradual lifestyle changes to improve cardiovascular health. With the goal of driving a three-year awareness program, Mankind Pharma aims to partner with healthcare professionals (HCPs) in the management of hypertension and diabetics across the country. 

"Hypertension is a silent killer, and Mankind Pharma is committed to tackling it head-on through the 'Limit White India' campaign." said Dr Sanjay Koul, Chief Marketing Officer, Mankind Pharma Ltd. "Excessive salt and sugar are significant contributors to uncontrolled blood pressure levels and blood sugar levels. Studies have shown Indians on average consume five times the WHO recommended quantity of sugar annually. By raising awareness and promoting lifestyle modifications, we aim to empower people to make informed choices for their well-being."

 As part of the campaign, Mankind Pharma will engage cardiologists, endocrinologists, diabetologists, general practitioners, and the public through educational initiatives. These include conducting journal clubs, distributing 'Cardiac Cognizance' newsletters, radio awareness programs with doctors, and blood pressure screening camps nationwide.

Mankind Pharma launches campaign on the occasion of World Hypertension Day

Amidst the ongoing water crisis in Bangalore and BWSSB’s mandate for aerators to be installed across all commercial establishments, Swiggy Instamart has partnered with Earth Fokus, a company offering water-saving solutions, to deliver water aerators to consumers in the city within 10 minutes.

As several areas in Bangalore continue grapple with the water crisis, the demand for water aerators, crucial for water conservation, has surged. In the last week, Swiggy Instamart has seen an 1400% increase in the searches for aerators on its platform compared to a month ago. These aerators are easy to install and have an instant impact resulting in a reduction of water consumption by more than 70% of water from kitchen taps and up to 50% from showers. With this, a family of four can save more than 50,000 litres of water annually. 

According to the BWSSB, water aerators and flow restrictors can lower water usage by around 60%-85%. This has prompted a proactive response from citizens and organisations alike, with a notable uptick in installing aerators across water bodies in the city. 

Swiggy Instamart has stocked three major types of aerators - Kitchen, Bath/Basin Tap, and water flow restrictors for overhead showers. The quick commerce platform plans to procure over 5000 aerators for Bangalore to meet the growing demand.

 To have quick access to this water-conserving practice, Swiggy Instamart will expand it to Mumbai, Kolkata, Chennai, Delhi-NCR, and Hyderabad. The platform is running discounts of up to 40% off on aerators to urge the installation of water aerators in a maximum number of households in the city

Swiggy Instamart to deliver aerators in 10 minutes amid ongoing water crisis in Bangalore

boAt, a brand in the consumer electronics market, has announced a collaboration with some of the filmmakers – Anurag Kashyap, Zoya Akhtar, Kabir Khan, and Guneet Monga. This collaboration marks the launch of boAt's latest innovation, Airdopes 800, a product powered by Dolby Audio.

Each filmmaker will contribute a distinctive narrative, sharing their personal encounters with the Airdopes 800 and how it enhances their creative process, stated the company.


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“We are thrilled to partner with these incredible filmmakers for the launch of the Airdopes 800,” said Aman Gupta, co-founder and CMO at boAt. “Their expertise in storytelling impeccably complements the Airdopes 800's ability to transport listeners into the heart of the action. We believe this collaboration will resonate deeply with movie lovers and audiophiles alike.”


boAt and the filmmakers will collaborate on content that explores the intersection of film and audio.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/boat-highlights-detremental-impact-of-women-objectification-through-new-campaign-25781.htm">boAt highlights detrimental impact of women objectification through new campaign </a>

boAt partners with Anurag Kashyap, Zoya Akhtar, Kabir Khan & Guneet Monga for Airdopes 800 launch campaign

CEAT announced a significant shift in its communication identity and strategy. This transformation seeks to resonate with the changing lifestyles and preferences of the contemporary consumers who are increasingly embracing travel, exploration, and adventure.

The new strategy positions CEAT as the ideal companion for exploration. This approach aligns with the shift being witnessed towards all-terrain vehicles and high-performance off-road bikes, as well as the growing interest in travel and discovery. 

As part of the newly launched campaign, CEAT has leveraged its decade long association with TATA IPL Strategic Timeout to deliver its brand message. The CEAT Strategic Timeout board has been transformed in line with the new positioning and will continue to remain so throughout this TATA IPL season. The board colours changed from the traditional blue to integrate the campaign colours along with an interactive QR code that sparked curiosity inviting consumers to scan the code and unlock the next step.

Arnab Banerjee, MD & CEO of CEAT Limited, commented on the strategic evolution, saying, “CEAT’s transformation underscores our dedication to staying in tune with the aspirations of our consumers. Our new brand communication emphasizes our support for the explorer mindset of discovering hidden gems which are accessible during their travels. This move represents our ongoing commitment to exceeding consumer expectations and delivering high-quality products that inspire confidence in every journey, whether on road or off road.”

Lakshmi Narayanan B, CMO of CEAT Limited, elaborated on the campaign’s direction: “Our new approach incorporates partnerships with prominent travel influencers to showcase the versatility and durability of our tyres in various unexplored yet accessible locales. This series of two-part campaigns is not just a visual treat, but also ignites intrigue and curiosity among our consumers through the novel interactive QR element embedded in the ads. Our high-performance products have been crafted for the curious enabling their passion for adventure and discovery.”

The campaign features captivating visuals and influencer-led storytelling, highlighting CEAT’s products in challenging environments. The first advertisement which is live on TV and social media features Brinda Sharma, a prominent travel influencer.
 


CEAT unveils transformed TATA IPL strategic timeout board aligning with new campaign

Following the resounding success of its Bengaluru and Pune edition, Moneycontrol and CNBC-TV18’s AI Alliance is set to host its next chapter, themed ‘AI: Shaping the Future of NCR’ on May 17, 2024, at The Oberoi, Gurgaon. The summit promises to highlight the transformative potential of AI across various industries and its pivotal role in shaping the future of the National Capital Region (NCR).

 
Known for its diverse array of IT/BPM firms, multinational corporations, and a thriving startup ecosystem, NCR has been a key contributor to India's prominence in the technology sector. With its inherent advantages, tech talent and potential in AI innovation, NCR was a natural choice for the AI alliance.

 
The AI Alliance in NCR will serve as a platform for industry leaders, policymakers, and innovators, fostering collaboration and charting a path for NCR's AI-driven future.

 
The event will be graced by distinguished speakers such as S Krishnan (Secretary, Ministry of Electronics and Information Technology), Abhishek Singh (Additional Secretary, Ministry of Electronics and Information Technology), Rajan Anandan (Managing Director, Peak XV Partners) Kunal Bahl (Co-Founder, Snapdeal and Titan Capital), Rafee Tarafdar (CTO, Infosys), Prateek Maheshwari (co-founder PhysicsWallah) Varun Alagh (co-founder and CEO, Honasa Consumer) Mayank Kumar (Co-founder & MD, upGrad), Pratham Mittal (Founder, Masters’ Union) and Ruchi Kalra (Co-Founder, OfBusiness and Oxyzo).

 
The event will also have top executives from Nandan Nilekani's people+ai to take the audience through why India can emerge as the AI use case capital of the world.

 
Attendees can expect to gain valuable insights as the discussions touch upon themes ranging from India’s AI mission, AI regulation and policy, impact of AI on the IT sector, building population scale AI, its implications on education, to the essentials of building a thriving AI startup ecosystem in the region. The audience will also get a chance to interact with founders, policymakers, and thought leaders, and explore networking opportunities and potential collaborations.

 
Chandra R Srikanth, deputy executive editor, Moneycontrol said, "With the NCR city chapter of AI Alliance, we are deepening our commitment towards fostering and building an AI community in India and shining a light on its impact across sectors. Just as our Pune edition highlighted the city's vibrant auto, Saas and deep tech ecosystem, this event will delve into NCR's tech DNA and the opportunities it can leverage in the AI era. It will serve as a platform to boost collaboration and innovation."
 

<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-makers/firstpost-is-a-very-credible-and-significant-on-the-world-stage-palki-sharma-12962.htm">Firstpost provides a credible voice and platform for India on the global stage: Palki Sharma</a> 


Moneycontrol and CNBC-TV18’s AI Alliance comes to the National Capital Region on May 17th, Friday

Nepal's Department of Food Technology and Quality Control has banned the import, consumption and sale of two Indian spice brands Everest and MDH as it starts testing for levels of ethylene oxide. Reportedly, the country banned these two spice brands after the news about high levels of ethylene oxide traces in the products.


"Everest and MDH brand spices which are being imported in Nepal have been banned from import. This comes after the news about traces of harmful chemicals in the spices, ban on import was imposed a week earlier and we also have banned the sales of it in the market," Mohan Krishna Maharjan, spokesperson of Nepal's Department of Food Technology and Quality Control told ANI.


"Tests are underway for the chemicals in the spices of these two particular brands. The ban will remain in place until the final report comes up. Hong Kong and Singapore already have banned it, this move comes following their move," Maharjan added in a telephone conversation with ANI.


Indian Government sources told ANI that the use of EtO is allowed in different countries from 0.73 percent to up to 7 percent.


Government sources said a standard should be devised for the use of EtO by different countries. Also, the spices banned in these countries are less than one percent of India's total spice exports. Meanwhile, the Spice Board of India has taken steps to ensure the safety and quality of Indian spice exports to these regions.


The board has implemented the recommendations of the Techno-Scientific Committee, which conducted the root cause analysis, inspected processing facilities, and collected samples for testing in accredited labs. The Spice Board of India also organised a stakeholder consultation involving over 130 exporters and associations, such as the All India Spices Exporters Forum and the Indian Spice and Foodstuff Exporters' Association. The board has also issued the guidelines for the EtO treatment to all exporters. The spice board has taken these steps to prevent EtO contamination in spices exported from India.


In April, the Hong Kong food safety watchdog banned four spice products of Indian brands MDH and Everest after they found they contained cancer-causing chemicals, ethylene oxide.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/fssai-orders-nationwide-spice-testing-after-ethylene-oxide-concerns-in-popular-brands-30677.htm">FSSAI orders nationwide spice testing after Ethylene Oxide concerns in popular brands</a> 

After Hong Kong and Singapore, Nepal bans MDH, Everest

Ipsos, a market research company, announced the acquisition of Crownit. This company provides a mobile and online panel and data collection platform. 


Crownit's mobile-first strategy empowers Ipsos to digitise a large part of its offline research capabilities. This approach enhances digital sample representativeness, resulting in faster, high-quality data collection and improved efficiency.


Ben Page, chief executive officer of Ipsos, commented: “This acquisition marks a significant step in expanding Ipsos India's data collection capabilities, by shifting from traditional offline methods to a more agile and efficient online approach, and by improving data quality and security. It supports our growth in India, enabling us to reach a wider audience and to gather more robust insights for our clients.” 


Sameer Grover, CEO of Crownit, added, "Joining the Ipsos family is an important milestone for our company. We are excited to leverage our mobile-first platform and expertise to enhance Ipsos' data collection capabilities and support their vision of the future of market research in India. We are excited to serve our clients with combined strengths of Ipsos and Crownit.” 


“Speaking on the acquisition of Crownit, a leading online market research and mobile-first platform, Amit Adarkar, CEO, Ipsos India said, “Crownit’s mobile-first capability and panel ecosystem will significantly up Ipsos’ ability to offer a high quality and representative online/ mobile access. Despite its size and maturity, Indian market research industry has not been able to drive online / mobile data collection so far. Ipsos’ acquisition of Crownit will be a game changing development for the industry. We will be able to offer our clients increased agility, as well as cutting edge innovations in data collection methodologies. This would indeed be transformational.”


This acquisition will provide clients with access to a more diverse and representative pool of respondents.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-makers/ipsos-strategy3-appoints-rajashree-ivaturi-as-partner-31135.htm">Ipsos Strategy3 appoints Rajashree Ivaturi as partner</a> 



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