Category: Quantum Brief

Biz Moves: Dentsu India, BBDO India, 1702 Digital, Verve Media and Brand Visage

Dentsu India has won the integrated media marketing mandate of Hero MotoCorp’s Vida, an emerging mobility brand Hero MotoCorp. The responsibilities of the network would include overseeing the brand's global full-funnel marketing, which includes performance and digital marketing. (Representative image: Sven Kucinic via Unsplash)

Keep up with all the key business wins and the account movements

Throwback: When Lalitaji shielded Surf from redundancy

The commercial was meant to be advertised on cinema screens. In the words of veteran ad man K S Chakravarthy, the 1984 Summer Olympics caught the eyes of Lintas’s client. Since airtime was already bought by the client, Surf’s Lalitaji debuted on the television screens in 1984, for Lintas didn’t have a backup commercial in hand. (Stills from the ads)

The 1984 commercial of Surf reinstated the brand’s position in the detergent market, which was threatened by Nirma. A large part of that credit goes to Lalitaji, an iconic character of Indian advertising, whose clutter cutter persona justified the price point of the brand due to the greater satisfaction derived by its use.

From waking up customers to delivering books in record time — How Indians used Dunzo in 2022

According to Dunzo, the sexual wellness category grew 2.5x, with condoms and lubes leading the category. Mumbai residents ordered three times the number of condoms and lubricants as Delhi residents. (Representatuve Image: @DunzoIt)

Dunzo, which offers a quick-commerce service called Dunzo Daily, stated that although lockdowns were done away by early 2022, ordering daily essentials online was the “single largest pandemic-triggered trend that is here to stay.”

Puma’s Shreya Sachdev on Anushka Sharma launch campaign, leveraging Virat-Anushka as power couple and more

Shrey Sachdev says, "While we officially on-boarded Anushka this week, the PUMA and Anushka partnership goes way back. Anushka loves PUMA and has worn it time and again over the years, and PUMA too has always resonated with what Anushka stands for. As the brand, PUMA built Propah Lady - a platform that celebrates fierce and unapologetic women. Anushka is the perfect embodiment of Propah Lady. She is known for charting her own path across spheres in life and without worrying about what the world thinks."

Sachdev, head of marketing, PUMA Group talks about the campaign planning, leveraging Virat-Anushka and whether such marketing gimmicks backfire.

Tata Motors to name its new electric fleet brand ‘.EV’

Under this new sub-brand, the company’s electric vehicles will also provide the .EV badging on the vehicle. Apart from this, Tata Motors also intends to shift from using a blue-coloured exterior that differentiates its EVs from its other offerings.

Tata Motors also intends to shift from using a blue-coloured exterior that differentiates its EVs from other its other offerings.

Abhijit Avasthi’s company Sideways Play launches its first card game

"We aim to build a community of users who enjoy word games. We will continue to launch new contests and versions of the games over the top through Instagram for the users to keep having fun in various ways with their WordIt! cards.” - Zahid Hussain, senior strategy director, Wordit

WordIt! is designed for 2-4 players and is a fun addition to weekend family time as well as house parties, and comes with three exciting word game plays.

GOAT ads featuring football legend Lionel Messi

Traditionally billions of viewers watch the World Cup, and as they concentrate on what is happening on the pitch, the names of some of the world’s biggest companies flash behind the players on a rolling, technicolored loop – Budweiser, Visa, Coca-Cola, Qatar Airways, Adidas, McDonalds, Wanda, Vivo, Hyundai Kia, BYJU’s and Vivo.

As the 2022 FIFA World Cup came to an end with Argentina lifting the cup, Lionel Messi cemented the fact that he is one of the greatest football players in the history of the sport. Let’s take a look at some of the ‘Greatest Of All Time’ ads that feature the ‘Greatest Of All Time’ sportsman.

Pepsi’s Saumya Rathor: We are building our muscle in the NFT space

Saumya Rathor says, "The collection is done by HUEMN, and we have a few pieces within that collection and it will have the Pepsi logo. It's essentially streetwear. Pepsi, as a brand, is all about really expressing. So, our collaboration is also in the lines that it should be easily accessible for the youth and easily wearable for the youth. And that's the reason why we've selected this particular label, because they live by those ethos."

Saumya Rathor, category lead, Pepsi Cola, PepsiCo India, talks about why the brand is building its muscles in the Web 3.0, NFT and metaverse spaces.

BYJU’s, FIFA World Cup and Messi: Divya Gokulnath on the moment Byju’s signed Lionel Messi as brand ambassador

The long-term engagement, which began as Lionel Messi embarked on his final campaign to win the FIFA World Cup 2022 as captain of Argentina’s national football team, was to see him feature in campaigns promoting Byju’s Education For All, Storyboard18 reported.

Calling founder Raveendran Byju’s words “prophetic”, co-founder Divya Gokulnath shared what happened in the moment Byju’s signed Lionel Messi as global brand ambassador for Education for All.

Online Dating in India: Young singles looking for casual yet clearly defined situationships, Tinder report

The dating app says that whether a user is looking for new friends, someone to hang out with, or a long-term partner, Tinder members have more control over who they connect with by having more insight into a potential match's intentions. In fact, 72 percent of Tinder members say they’re looking for someone who knows what they want. (Representational image via Unsplash)

Dating app Tinder’s latest brand film celebrates different kinds of human connections and the unexpected joys of dating on one’s own terms.