Rediff.com, Lifebuoy join hands for a ‘Healthy Hindustan’
Brands are increasingly resorting to various innovations to break through the clutter in the market and reach out to their target audience. Keeping this in mind, Rediff.com, along with Lifebuoy, has taken the core of online, which is ‘interactivity’, to offline through an innovative brand integration initiative titled ‘Healthy Hoga Hindustan’.

Brands are increasingly resorting to various innovations to break through the clutter in the market and reach out to their target audience. Keeping this in mind, Rediff.com, along with Lifebuoy, has taken the core of online, which is ‘interactivity’, to offline through an innovative brand integration initiative titled ‘Healthy Hoga Hindustan’. Conceptualised by Rediff.com for Lifebuoy, the initiative is a drive for cleanliness and hygiene, which was taken to the people of remote villages and towns of 10 states in India.
Elaborating on the initiative, Savio Fernandes, Senior VP and Chief Sales Officer, Rediff.com, said, “This has been a perfect fit for all. Lifebuoy’s re-launch theme of ‘Healthy Hoga Hindustan’ and its key brand attribute of hygiene synced well with Rediff’s election content on ‘choosing a Healthy India’. This also saw Lifebuoy getting online for the very first time and gave the brand an opportunity to go 360 degree with Rediff through an on-ground activation, online exposure, thereby reaching both the urban and rural markets.”
He continued, “The brief from Lifebuoy was to ensure that the brand’s key attribute of ‘hygiene’ was highlighted and consumer engagement was maximised right through the ground activation exercise that was conducted. At the same time, the content coverage had to be political party/ candidate neutral and focus on people’s views and opinion on building a healthy democracy, towards a better and healthier India, and all this without diluting the editorial ethos of the actual election coverage. This gave birth to the concepts of ‘Swasthya Chetna’, ‘Voice of India’ and ‘Hygiene-o-meter’, all of which are the core part of the entire edit microsite content.”
For the campaign, Rediff’s editorial teams covered pan-India and visited various states and towns over a span of 30 days, conducting group interactions and recording the pulse of the citizens across India. The vehicles they travelled in carried the Lifebuoy branding as well, and this ensured that Lifebuoy derived great mileage by this on-ground activation campaign involving consumer interviews, which were then re-loaded on to the Rediff site for mass mileage and visibility. These innovations led to the desired levels of consumer engagement, and brand impact was ensured through consumer interviews and sampling activities.
Fernandes added, “Rediff has been actively involved in initiating several brands on the Internet through creative offerings for advertisers’ and enabling customised creative solutions for maximum impact, visibility and delivering ROI for that brand. With Lifebuoy coming on to Rediff (and the Internet) for the first time, this paves the way for many other brands that have attempted but never got online hitherto, and to take a re-look at the online medium with a fresh perspective on how to use this medium to the brand’s advantage.”
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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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Swapan 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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