Femina pays tribute to today’s Indian woman with the ‘Believe’ campaign
Femina has recently launched a new brand campaign – ‘Believe’. This comes after their highly successful ‘Women of Substance’ and ‘Generation W’ campaigns. ‘Believe’, which is the current tagline, is captured through a powerful print and film campaign, and acknowledges that for today’s Indian woman, the battle is all in her mind.
Femina has recently launched a new brand campaign – ‘Believe’. This comes after their highly successful ‘Women of Substance’ and ‘Generation W’ campaigns. ‘Believe’, which is the current tagline, is captured through a powerful print and film campaign, and acknowledges that for today’s Indian woman, the battle is all in her mind.
“If she believes she can, then she will achieve”. The campaign inspires readers to hitherto-unexplored heights by featuring strong, beautiful women who have forayed onto paths thought ‘unsuitable’ and who have made indelible marks in them by succeeding in achieving their dreams.
Elaborating on the earlier themes and the new one, Shashi Venkatraman-Halve, COO, Worldwide Media (WWM), said, “In the ‘80s as India opened its doors to the world, so did the Indian woman. As she compared herself and her life to that of her counterparts in other parts of the world, Indian society and Femina celebrated her core Indianness combined with her new international outlook with the theme “woman of substance”. In the ‘90s, women had come much more into their own and were exploring and expressing themselves as never before or Generation ‘W’ as Femina called them. The 21st Century sees women leveraging their own beliefs and strengths to achieve their aspirations, and often times in areas not typical to them. This is the next generation who believe they can achieve anything, that nothing is impossible…just so long as they themselves believe.”
“In our research amongst women we kept coming up with the theme that whenever a woman tries or attempts to do anything ‘different, unconventional, not womanly, etc’, the first response from those around her, is ‘No, that is not for you.’ This happens in situations from the most mundane to the most exotic like wanting to fly light aircraft! Yet, we saw that for those who had dared, there was success. And the only thing that differentiated these women from others was their self-belief, that they could do it, attempt what they wanted and achieve what they wanted. So, this is a progression in the mindset of Indian women… the strength is from within and not born through sanctions from society,” she added.
Thus, ‘Believe’ is a meta-concept, based on one of the seven universal metaphors that can cut across cultures, ethnicities, demographics. In fact the campaign celebrates women who have broken societal norms and have been successful. The journey, too, is as meaningful as the end.
Halve added, “This insight blends beautifully into the essence of Femina and it formed the cornerstone of our communication strategy. Wrapping our brand around such a concept establishes an immediate higher-order connect with the consumer.”
This thematic ad has been created by Enterprise Nexus and will last at least a few years until the next inflection point in the growth of the magazine’s audience, the Indian woman. WWM may interpret this theme using other women and other areas of achievement refreshing it with more stories and executions. However, the core proposition will remain intact.
The magazine will be supported via events such as the Femina Dialogues, or Clothes & Bridal events, the Femina Cover Girl, The Femina circle of success, etc. The current set of one TVC and three print executions will take Femina through the financial year and new faces will refresh the ad next year, retaining the core theme of ‘Believe’. The earlier two ads lasted for about four years with the Generation W theme.
The campaign has broken all India in print and TV and in 14 towns in the cinema halls and multiplexes. On the marketing spends and the outdoor executes, Halve said, “It is a significant marketing effort but for obvious reasons, I cannot share the numbers with you. We will also have outdoor shortly. For now we do not have a radio spot but we will do this a little later with a small ‘twist’.”
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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