Archive for the ‘Internet Marketing’ Category

Alia Bhatt is brand ambassador of mCaffeine – Exchange4Media

D2C brand mCaffeine has announced actor Alia Bhatt as the face of the brand for its body wash and body scrub. The brand is now set to take the personal care market by storm with the strategic association of the celebrity youth icon as its very first brand ambassador.

Commenting on the collaboration, Tarun Sharma, Co-Founder & CEO mCaffeinesaidKeeping in mind our millennial audience, mCaffeine distills their young and bold sentiment while combining it with their first love, Coffee. We represent this generation as a voice of reason for everything they strongly believe in, be it their daily hustle or daily self-care - for they are quick to adapt. Our range of body scrubs and body washes give them that kick and care for their skin, doing just what a millennial product should, making their lives easier but with no compromise on the quality.

Alia is a perfect representative of this generation, one whom they have seen evolve from a young star to a Forbes 30 Under 30 millennial icon. With her environmental initiatives, she is also a perfect fit for the sustainable and empathetic ethos we stand for. I am ecstatic that we will be working together and quite sure that its going to be a legendary and caffeinating journey, with Alia being the perfect face for our bestselling body washes and body scrubs, Sharma added.

Expressing her excitement on associating with the brand, Alia Bhatt saidThis association combines my love for coffee and my love for nature. mCaffeine brings the joy of both together in a very fresh and millennial way. PETA has certified mCaffeine products as vegan and cruelty-free and the brand has a Zero Plastic Footprint. So they are good for you and good for the planet plus they have the fragrance of coffee. The coffee body washes and body scrub cleanse and caffeinate at the same time. Every shower you take is now a coffee break.

Speaking at the launch, Vaishali Gupta Co-Founder and Head Brand Marketing saidWhen we started mCaffeine, thinking of it as a single ingredient brand was challenging and creatively satisfying at the same time. Cut to today, and we have emerged as Indias largest single ingredient D2C brand. As someone who is inclined towards caffeine and creativity, it brings me immense pleasure to bring on board Alia Bhatt, who is literally the epitome of creative growth. With Alia, we want to make mCaffeine the first choice of coffee (in-shower) for another 100M millennials in India.

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Alia Bhatt is brand ambassador of mCaffeine - Exchange4Media

Pitch CMO Summit 2022: Experts to engage in power-packed sessions on building brand trust – Exchange4Media

The exchange4media Group is hosting the Pitch CMO Summit 2022, a virtual half-day conference, on the 25th of March, 2022 from 2 p.m. onwards. The Pitch CMO Summit is co-powered by Salesforce. The theme of this edition of the summit is Building Brand Trust: The Ultimate Currency.

The lineup and agenda for this edition of the Pitch CMO Summit 2022 are power-packed sessions from a host of industry leaders. Following the welcome address, the conference will be kickstarted with a keynote address by Deepak Iyer, President India, Mondelez Foods. Though an intangible tangent, Trust is today the new brand equity. In the last two years, consumer preferences have seen a lot of shifts, making brand trust retention more difficult than ever. However, some legacy brands have clawed on to consumers' trust irrespective. Talking along the same lines, Iyer will speak on The Cadbury Dairy Milk Journey - Building one of Indias Most Trusted Brands.

The paradigm shift post-Covid-19 has also resulted in the need for the brand playbook to be constantly updated. Therefore, it becomes important to study consumer insights and make constant efforts to be a brand that the consumers trust even for an MEP service provider like Blue Star. In his keynote address, B Thiagarajan, Managing Director, Blue Star will talk about building a brand that consumers can trust and how it is the ultimate currency.

It is only fair to say that a brand has gained consumer trust when its name is often interchangeably used for the product. Bisleri is one such brand that is synonymous with mineral water in India. Joining us at the Summit will be Angelo George, CEO, Bisleri International. George will share the Bisleri Journey and share how Bisleri has managed to stay relevant and trustworthy for consumers through its value to consumer proposition and clutter-breaking communication. George will speak on how the brand is Strengthening Brand Love.

Joining the above-mentioned list of speakers will be Shahnawaz Kadavil, Co-founder, FreshToHome.com. Kadavil will take the stage to share how the consumer-centric fully integrated online brand in fresh fish and meat e-commerce store is reinventing the food supply chain with the aim of providing its customers with 100% Fresh, 0% Chemicals. Kadavil will talk us through the FreshToHome journey that started in 2015 to becoming a consumer trusted competitor in the fresh fish and meat segment.

Stay tuned as we reveal the details of more speakers speaking at the Pitch CMO Summit 2022 on Friday, 25th March 2022 from 2 PM onwards.

Registration Link:

To register for the Pitch CMO Summit 2022, click and register on: https://bit.ly/3H05Xpl

More information on the event can be found on the event microsite:https://e4mevents.com/pitch-cmo-summit-2022/

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Pitch CMO Summit 2022: Experts to engage in power-packed sessions on building brand trust - Exchange4Media

Sportskeeda’s Kanav Sud talks about upcoming IPL & how brands can leverage this festivity – Exchange4Media

IPL 2022 promises to be an exciting time for cricket lovers after the disruptions we saw in the last 2 years. This year is not only exciting for the franchises, players and fans but also for brands looking to capitalize on Indias biggest sporting spectacle. We talk to Kanav Sud, Business Head - Sales at Sportskeeda on what hes looking forward to this season.

Congratulations on being the #1 sports website in India as per Jan Comscore numbers. You must be thrilled?

Yes, thanks. This is indeed a proud moment for the entire team. Would like to congratulate everyone at Sportskeeda for achieving this Feat. We were at no. 2 position for quite some time, #1 is a different feeling altogether.

Do you think we could have a record-breaking IPL this season?

Yes, I definitely think so, owing to the pandemic the last 2 years were touch and go with multiple disruptions, even last year we had 2 seasons of the IPL. This year everyone is geared up and looking to make the most of the IPL. At Sportskeeda we have seen a big surge in interest from advertisers and have more than doubled the deals we closed vs last year's FY and this IPL season, fingers crossed, could be the biggest of all.

That sounds great, what has been Sportskeedas focus for this IPL season?

IPL is definitely the biggest bonanza for Sports media and we have a strong base of more than 75 Million users who flock to Sportskeeda for our ball-by-ball live scores and in-depth coverage, apart from a strong and widespread 22Mn+ social media following. Our focus is to deliver the best fit Integrated solutions to brands and not just execute run-of-the-mill ads. We have introduced multiple innovative ad formats this year and the initial response on those have been amazing.

What are some properties from Sportskeeda that you are the most excited about?

Along with the innovative ad formats, one thing that I am very excited about is the video IP that we are continuing from the last T20 world with Harbhajan Singh and Shoaib Akhtar. This year we are taking the cricket banter, fun and excitement several notches higher with a super-star lineup of Mohammad Kaif, Vivek Razdan and Boria Majumdar, in addition to the 2 superstars mentioned above, they will be a part of several original programming and video IPs with Sportskeeda that brands can leverage.

What are some of the brands you have partnered with this season?

Its a big list and has brands across various verticals - some big brands across OTT, food delivery, BFSI, Fantasy Gaming & Auto to name a few.

This is a partner content article in association with exchange4media.

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Be ordinary but rebuild with meaningful momentum: Pooja Trehan – Exchange4Media

Celebrating the contributions of women in the PR sector, exchange4media PR & Corp Comm is running a 'Women Achievers Series'. It features the journey, success, and achievements of some of the top women leaders from the Public Relations and Corporate Communications fraternity.

Todays series features Pooja Trehan, Director, Marketing Communications, SugarBox Networks. Trehan comes with over 16 years of experience in the field of Communications and has previously worked with such reputed names as Colgate-Palmolive, Castrol India, Bennett & Coleman and Genesis BCW. She also successfully ran her own venture PRestaurants a specialised consultancy for F&B brands.

Excerpts from the interview:

Now that the industry is opening up workplaces and resuming operations from the office, what are the initiatives, measures and precautions that should be adapted/ taken to ensure a smooth transition?

We are all returning to what was called normal life for decades. So, this transition should not be as tough as we make it out to be. However, whats essential is to stay mindful of the hardships these last two years have bestowed upon the planet, and thus, be careful about our personal safety, continue to invest in our health, be kind to ourselves and others around us, stay cautious (sanitise, wear a mask), dont burnout (revenge work) and lastly bring back the joy of meeting people! Many understand that the transition will be slow, hence companies are beginning with hybrid work options that are partly remote so as to give enough heads up to head to physical office. Similarly, the focus on being future-forward for productive deliverables has been a conscious decision of all the managers.

The last 20 months have been trying for every professional, especially with the hybrid working model. How did you strike a balance between office work and household duties?

How we dealt with this pandemic era has been written about more than we ever expected to. Surprisingly, for once, everybody had to find their customised solutions to deal with the aftermath that this virus caused. So, its tricky when someone says that they managed home and work balance. Because, for most part of the year, all of us were struggling to find solutions and dealing with much more than just work and home pressures. It was eventually all about acceptance to change, being honest about our capabilities, not participating in a rat race anymore and being aware to walk through our own journey. And this is what balance meant for me.

Women have been carving a niche for themselves and paving the way in the communications industry for the next generation of women leaders to follow. Tell us about your achievements and your contribution to the fraternity.

Awards and recognition are the north star benchmarks for all of us to realise and learn that we are moving in the direction of growth. And Im thankful to the industry for acknowledging my efforts across all my roles PR agency, Corporate Communications, my entrepreneurial venture PRestaurants and now at SugarBox Networks. These recognitions and decades spent in the communications industry have on crystal clear messaging emphasised on never stop learning and keep upskilling! Keeping that in mind, my contributions back to the industry have been focused on how one should bridge the gap of theoretical and practical knowledge. This is crucial for an industry that has to keep evolving faster than change. And thus, my associations with PRPOI (Public Relations Professionals of India), WICCI PR and Digital.

With PRPOI, our (of the founders) focus is to create a knowledge repository to upskill, by learning from the veterans within the industry. This naturally creates a pool of mentors for professionals growing within or just joining the communications ecosystem. We have also been the pioneers in introducing the concept of #PRforPR that is to create visibility for behind-the-scenes storytellers and build effective content marketing across various social media platforms.

At WICCI council, the focus of the immensely talented team is to evaluate how best we could create opportunities for women professionals to grow in this fraternity. Apart from extending opportunities through mentoring, the council has chartered various programmes to highlight problems that exist and solutions that could lessen those concerns.

What are the roadblocks that you have had to overcome to reach where you are today? What, according to you, are the makings of a leader?

Stereotypes. Bias. Unconscious Bias. Deep-rooted culture. These are not mere words but behaviours that continue to co-exist even today. We dont need to delve anymore on why and how these exist, but the fact that any change to happen even today, still takes the effort of more than a village or tribe. And these have been the typical roadblocks throughout personal and professional growth. Even today, being a woman, the barrage of barriers to be fought are no less, especially when one challenges the status quo to be part of the big boys club. Fortunately, these were endured along with the guidance of mentors and great teammates (internal and external). But the realisation that this is far from over and hardships should be looked like new opportunities, is what separates a leader from the herd. The higher up you walk, although clearer the view, its also a platform for the universe to judge you on invisible scorecards. So, stay humble, sit out the storms and always gear up to perform the best. Keep repeating until you become pro-change!

What would be your advice to the young generation?

Adapt and grow, sustainably. Understand the talent that everyone brings to the table and evaluate which piece fits where. Keep your growth journey slow but focussed on basics and fundamentals. Never undermine the importance of collaborating with a team and learning from mentors early on in your career. Read and write. Yes, basics, but do them as often as you can. As communication professionals, be aware that the trick is more about dialogue, so choose apt words for your storytelling and your narrative will create an impact.

Remember relative speed? Just moving is not enough. You could be moving fast but things in the external environment would still be outpacing. Alternatively, your speed might be average, but yet outpacing the external environment. So, it is important to be mindful of how you are pacing with real-time changes.

People dont buy what you do, they buy why you do it and what you do simply proves what you believe Simon Sinek.

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Be ordinary but rebuild with meaningful momentum: Pooja Trehan - Exchange4Media

‘Tech is a great space for aspiring young women to grow in their careers’ – Exchange4Media

In todays edition of the Womens Day special series, we speak with Kamolika Peres, Director - Enterprise, Midmarket, SAARC, Google Cloud India, on this year's theme Gender equality today for a sustainable tomorrow.' She shares with us her thoughts on a gender-equal workforce and how men and women are contributing to building this for their organizations and the next generation. According to her, leaders play a crucial role in creating an environment where gender equality is championed, celebrated, and achieved.

Read the edited excerpts here:

What are your thoughts on this years International Womens Day theme Gender equality today for a sustainable tomorrow? According to you, how can women leaders and workers in the formal space create a sustainable future?

Gender equality is important not only for today but in creating the workplaces of tomorrow. Very often, the conversation on gender equity in an organization centers around the immediate benefits of it. This theme focuses on the longer-term positive dividend of a gender-equal workforce, which is more sustainable in the longer run, according to me. It also focuses on the contribution of men and women who are working to build this, for their organizations and the next generation.

Also, the tagline on the IWD website this year, #BreakTheBias, which I think has been more evocative and has been taken up across social media. At Google, we had a great conversation on the nature of bias and how we encounter it every day, from minor conversations within families to larger decisions on promotions in the workplace. Learning to recognize and call out our own biases is a huge step towards creating gender equity.

Very often the responsibility of creating a sustainable future falls on women's shoulders themselves, whether as leaders who are expected to substantially lead diversity efforts or as women who are supposed to pull themselves up, show up, speak more, gain more skills, to be more effective in the workplace. This couldn't be further from the truth. It is the job of leadership, irrespective of the gender they identify with, to create a gender-equal workplace. Leadership has to be responsible for creating an environment where gender equality is championed, celebrated, and achieved. It has to be a common vision and a passionately held one. Only then can we achieve gender equality in the workplace and can move towards a sustainable future.

What is your idea of a gender-just workplace? Please draw from your own experiences to share how a supportive work environment helped you attain your goals?

To understand the idea of a gender-just workplace, we have to understand the concept of gender equity. What is Gender Equity? In a nutshell, it's the creation of a level playing field, by compensating for the inherent factors that hold womens participation back. For instance, by creating bathrooms for girl students in a rural primary school, you are creating a level playing field for her to attend school everyday. By providing childcare support, you are creating a level playing field for a young mother to operate without anxieties and worries in the workplace. When we focus on equity, it eventually leads to equality.

Sharing an instance from my personal life; in my line of work, there is a lot of travelling involved. Women in sales, just like their male counterparts, need to often travel across the country and they may quite frequently find themselves in an unknown city just after a late night flight, worrying about their safety and how to find their hotel without mishap. A worry like this can hold them back from travelling and doing their job to the fullest. At Google, there is a fantastic system to look out for women who may be travelling late and they are assigned a security guard and a known and reliable driver who are there to pick up the woman travelers from the airport. It is great to see that measures like these are becoming common across organizations.

Who (among women) have been your strongest supporters and role models both personally and professionally?

My mother was my strongest support, early in my career. She wasnt a working woman herself and chose to devote her time to her children and family. She instilled the purpose in me of staying true to my potential and giving back to the world. She believed that every woman needs to have, at a bare minimum, her financial independence to be able to make her own choices. Apart from her, there have been many role models in the course of my career - both men and women. Interestingly enough, I find that my role models are drawn from the youth, people who have joined the workforce after me, yet who are making an impact with their work, their voice and their authenticity. I also find women entrepreneurs hugely inspirational as they chart out to build their businesses with the hard work and dedication that it requires. Our world is changing so fast that definitions of leadership are ever changing, but if there are three qualities that I think define a leader, it would be that of having a higher purpose, possessing clarity of thought, and being authentic.

How are women in the tech industry reshaping the course of the industry? How do you see women's representation in the tech industry?

Womens representation in tech has been historically poor and much can be done to improve it. I think a lot of the problems start right at the school level. With a career in technology not being the first choice for female students and a lot more needs to be done in advocating for a change. However, there are green shoots that are very heartening to see. The steady rise in the percentage of women in tech overall, at entry-level, and the greater consciousness towards hiring for a gender-equal workforce, have been great positive forces for change. Closer home, we have some fantastic women helming tech companies in India - from Arundhati Bhattacharya heading Sales Force to Prativa Mohapatra leading Adobe, these are leaders who inspire many more women to tread that path. While we have a distance to go, I think each such victory is to be applauded and celebrated as a step in the right direction.

What is your advice to the young women who are either working in or planning to join your industry?

I would like to begin by advocating that the technology sector is a great place to be in. Being an economics graduate, I did not set out to build a career in technology but the field of tech is so vast, impactful, and constantly changing, it needs a diverse set of skills and experiences. It is a great place for aspiring young women to grow in their careers.

Secondly, careers do not always move point to point with precision - so dont obsess about moving upwards, but instead, focus on learning your craft and building your credibility. Aspire to be the best at what you do. Put your hands up for cross-functional initiatives and contribute to special projects beyond the job definition. The credibility and goodwill you generate will be the biggest impetus in your career.

Finally, and it may sound strange if I say this - but a career in technology is all about working with people. You may be working on an internal tech project or a large transformation program with a large customer, but your success will depend on your interactions with people. Being a true collaborator, a valued team member, and a person who can be trusted to help in a pinch - these things are immensely important in any leadership journey.

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'Tech is a great space for aspiring young women to grow in their careers' - Exchange4Media