We spend 5% of our turnover on marketing: Shailendra Tyagi, ITC Classmate
The Chief Executive- Education and Stationary Products Business- ITC says he expects the brand to grow aggressively with a higher double-digit figures in the coming years
ITC Classmate recently came up with a campaign ‘Be better than yourself’ to educate students on how to tackle exam pressure, with a core message that the goal is not to be better than anyone else but to improve one’s own past performance. The TVC shows how students are being trapped in the constant pressure of performing better than others.
According to Shailendra Tyagi, Chief Executive Officer (Education and Stationary Products Business), ITC, the campaign is designed to encourage children to chase their future selves.
“‘Be better than yourself’ campaign focuses on today’s school-going generation and aims to challenge the long-standing and widely held social assumptions on the nature of competition in academics. The campaign is designed to encourage children to chase their future selves. It inspires them to keep only their personal values and ambitions ahead of the competition; and to be judged only on their own metrics, not anyone else’s,” said Tyagi.
“The brand understands that a child’s potential is influenced and shaped by parents, teachers and the academic environment. Hence, the campaign reaches out to all stakeholders with a key message,” added Tyagi.
The brand enjoys a strong penetration in the stationery market. It claims to have a share of 22-24% in the notebook market.
“In terms of consumer spends, we are already a Rs 1,000 crore brand and enjoy No.1 position in this segment. We command a market share of 20-something and a 5-15% price premium over the regional competitors,” said Tyagi.
Read on to know what Tyagi shared with exchange4media on the brand’s vision, overall marketing strategy and more.
Stationery Market
At present, the stationery business in India is worth over Rs 15,500 crore, with notebook as the largest segment estimated to be worth over Rs 7,500 crore. Other key sectors in the stationery market are writing instruments, art and scholastic products, which total up to another Rs 8,000 crore. In the past few years, the industry has seen a growth of 4.5- 5%.
Ad Spends
The company spends more than 5% of its turnover on marketing and brand building activities. We spend across mediums, depending on the need of the campaign. Our expenditure on digital marketing has substantially increased over the past few years, and we plan to continue practicing the same.
BTL or ATL Marketing
As a brand, we believe that both ATL and BTL are equally important and they complement each other. Depending on the product, target audience and the geographies, we evaluate the media mix and move with our marketing plans.
Social media, too, has definitely changed the fundamentals of marketing and information sharing throughout the globe. It gives liberty to a brand to reach out to the masses in real time via multiple channels. As for the recent campaign, we will use TV, cinema, outdoor as well digital platforms to communicate the message through a 360-degree approach.
2017-18 Revenue
We do not forecast revenue figures. We are already a brand worth more than Rs 1000 crore. We expect the brand to grow aggressively with a higher double-digit figures in the coming years.
Future Plans
Classmate has developed a portfolio of world-class products through sustained investments in brand building. Going forward, we will leverage our competencies, expertise, innovations and brand communication strategies to stay ahead in the market.
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Diana Penty & The Body Shop recommend roses for moms on Mother's Day
The video campaign spotlights the brand's British Rose range
This Mother's Day, The Body Shop has launched a video campaign with Diana Penty featuring the brand's British Rose range as a gifting option for the occasion.
The film concept captures the sentiment behind Mother's Day. It begins with Diana Penty finding inspiration to craft a textured art piece, evoking memories of her mother delicately shaping a rose through her own artistic expression. As she works through the clay between her hands, memories of her mom's warm embrace and nurturing touch comes flooding back. Roses are for moms, she rightly claims, cherishing the warmth, softness, and bliss that can only resonate from a mother.
As a part of the film, The Body Shop invites everyone to gift deep love, care and pamper their mothers with the luxurious British Rose range.
This Mother's Day, let's celebrate the women who first taught us what it is to be strong, loving, and compassionate.
Ms. Harmeet Singh, VP, Product, Marketing & Digital, The Body Shop South Asia commented, "Our British Rose range pays homage to the eternal grace and beauty of mothers around the globe. This Mother's Day, we invite everyone to express their love and appreciation with the gift of nature-inspired, vegan products from The Body Shop. Let's cheer for the women who have nurtured us with the gentle touch of roses, embodying the essence of love, care, and strength.”
Actress Diana Penty, said, “My mother has always been my safe place, a haven where I can forget all my worries and feel only love and solace. And while I don’t get to acknowledge and appreciate her everyday, The Body Shop’s campaign is a love letter to her and mom's everywhere. The British Rose collection is truly the best gift for her so she can pamper herself, even when I’m not around.”
Share‘No opportunistic sale’, says Bombay Shaving Company CEO about Prachi Nigam ad
The company's chief exec, Shantanu Deshpande, praised his marketing team on LinkedIn: 'Love to see my team ooze class'
Two days ago, Bombay Shaving Company put out a print ad in solidarity with UP class 10 topper Prachi Nigam, who has been a victim of online bullying over her facial hair. The endeavour failed when netizens pointed out the hypocrisy of the company that sells grooming products and profits off people’s insecurities.
The full-page print has been called by many as tone deaf, opportunistic and hypocritical, converting a teen’s anguish into a moment marketing opportunity.
Bombay Shaving Company does a full page ad for Prachi, The UP board topper, who was being trolled for facial hair.
— Gabbar (@GabbbarSingh) April 27, 2024
Haven’t seen something this desperate.
This message goes to their own TG, not to the people who bullied her, hey pls remember to buy our razors while you shed a… pic.twitter.com/YWBDwgd6LU
The ad read: “Dear Prachi, they are trolling your HAIR today, they'll applaud your A.I.R tomorrow." (A.I.R stands for All India Rank.)
The company also added, “We hope you never get bullied into using our razor,” in an attempt at self-deprecation.
"They could've used this money as a gift to help fund her higher education, instead of amplifying the trolling she's been subjected to. Hopefully, their eventual 'apology' to Prachi will be a full page one, too. Unadulterated cringe," wrote one user.
"i am really open minded so want to understand why their team thought this was a good idea," said another.
"This company is exploiting a child for money. Shameless," read another comment.
The company CEO, Shantanu Deshpande, took to LinkedIn to share the ad, insisting that there was no opportunism behind it. “It was shocking to see the amount of hate targeted at a teenage girl who had TOPPED AN EXAM because of her facial hair. Our simple message to this amazing young woman with such a bright future. Love to see my team ooze class. No opportunistic sale, QR code, nothing. Just a heartfelt message to a fellow Bae,” he wrote.
However, Deshpande’s remark only seemed to make the matter worse for the company as the comment section for the post is rife with criticisms from the industry.
For the unversed, Prachi Nigam is a class 10 student who topped the Uttar Pradesh board with 98.50% marks. Instead of being in the news for her spectacular achievement, Nigam hit headlines for being trolled on social media for her facial hair, exposing the merciless side of social media that doesn’t even spare children.
The topper expressed her heartbreak to a news channel, stating that she wished she hadn’t topped the UP board and been spared from bullying instead.
This is not Deshpande's first brush with controversy on social media. In 2022, he advised freshers to not do "rona dhona" and put in 18 hours of work for first 4-5 years, which invited sharp criticisms on LinkedIn. He later clarified his comments in a TV news debate, and apologised for the lack of nuance and context.
Tata Motors advocates for 'tension-free' business in new campaign
The campaign aims to create awareness on the benefits of an Annual Maintenance Contract (AMC) service
Tata Motors has rolled out a new digital campaign; ‘Karo Business Tension Free’. The campaign aims to create awareness on the benefits of an Annual Maintenance Contract (AMC) service, whilst spotlighting Tata Motors’ AMC service as an ideal solution that allows customers stress free operations through systematic maintenance of vehicles.
Commenting on the campaign, Mr. Shubhranshu Singh, Chief Marketing Officer, Tata Motors Commercial Vehicles, said,” "Our campaign highlights Tata Motors’ commitment towards not only delivering superior vehicles but also solutions that promise customers total peace of mind. The ‘Karo Business Tension Free’ campaign seamlessly blends emotive storytelling with relatable scenarios, with each film distinctively highlighting how AMC guarantees hassle free business operations—an often overlooked aspect in after-sales service. We aim for our campaign to instill confidence in customers, encouraging them to opt for AMC as an ideal solution for their long term business needs."
Driven by comprehensive customer research, the campaign addresses the growing demand for reduced downtime, priority service, and assured quality among customers seeking AMC services. With reliability, responsiveness, and quality assurance highlighted as the key pillars of Tata Motors' AMC service, the campaign is brought alive through a series of six short digital films. Each film stars a campaign protagonist, educating viewers on the advantages of opting for an AMC service, all delivered in a distinctive style. Through the films, viewers are not only educated on the importance of systematic vehicle maintenance but are also introduced to the key unique selling propositions (USPs) of Tata Motors’ AMC service.
Virat Kohli endorses Asian Paints' new range
The brand has released an ad film to mark the launch of NeoBharat Latex Paint
Asian Paints has launched a new campaign 'Har Ghar Khelega, Har Ghar Khilega’ with cricketer Virat Kohli to launch its new product, NeoBharat Latex Paint.
The ad film for NeoBharat Latex Paint opens with Virat Kohli participating in a local gully cricket tournament as the guest of honour, joyfully engaging with the young players. After witnessing the winning shot, Virat presents the trophy to the victorious player, who rushes home to share his win to his family. Virat also reaches the home of this young player where local paparazzi and reporters have gathered for a picture of the player and Virat Kohli. Someone notices the faded walls and chipped paint in the home, prompting the decision to take the picture outside. This is the moment where the film captures the heart of Asian Paints’ campaign for NeoBharat Latex Paint. It goes on to show the transformation as the home is renovated, bringing immense joy and pride to the family with not only having Virat Kohli in their home, but also playing a heartwarming role in the process.
Speaking on the new launch, Amit Syngle, MD & CEO, Asian Paints Ltd. said, “NeoBharat Latex Paint marks one of Asian Paints' most significant launches to date. With this product, we are revolutionizing the industry by introducing a completely new category, making it more accessible to consumers across India. Packed with a variety of features and a diverse colour palette to cater to every preference, our new offering is designed to meet the specific needs of our customers. By penetrating the unorganized segment with a branded solution, we aim to expand the market and drive category growth as a market leader.”
Sharing more insights on the TVC, Mr. Syngle added, “Offering both quality and great value for money, NeoBharat Latex Paint aims to uplift and inspire millions of Indians who aspire to improve theirs and their family’s lives. This ethos is reflected in our campaign, 'Har Ghar Khelega, Har Ghar Khileha', which shares the story of every Indian seeking to transform their lives. If we can contribute to the progress of the people of India even in a small way, we will be humbled. We’ll be taking our campaign message deeper as well. We are launching an initiative where we’ll be offering sponsorships to budding cricketers and help them achieve their dreams. This initiative will go live soon. We are excited to on-board cricket icon - Virat Kohli for this mega launch.”
Commenting on his association with Asian Paints, Virat Kohli stated, “I am truly excited and ecstatic to be associated with a brand known for its leadership, innovation and strong values. Asian Paints for me represents more than a brand and is like cricket; being a part of almost every Indian Home bringing joy and exhilaration to our lives. Aligning with this transformational journey, I am truly honoured to be partnering the launch of Asian Paints NeoBharat Latex Paint, propelling Asian Paints to being a strong part of a new and progressive India”.
Tata AIA calls upon first-time voters to register themselves
#VoteKarneKoTaiyaar is a social media campaign
Tata AIA has launched a social media campaign titled #VoteKarneKoTaiyaar, encouraging young Indians, particularly first-time voters, to immediately register themselves to vote and then go ahead and vote on election day, in their respective locations.
"The campaign aims to instill a sense of national responsibility and duty among the youth, leveraging their growing consciousness towards societal issues. In a time where Gen Z is increasingly demonstrating a heightened awareness towards matters like sustainability, road safety, and cyber awareness, Tata AIA recognizes the pivotal role they play in shaping the future of the nation," said the brand.
The #VoteKarneKoTaiyaar campaign taps into the digital savvy youth, who are avid consumers of online content and active on social media platforms. Recognizing that over 90% of them utilize the internet and social media frequently, Tata AIA endeavors to channel this digital engagement towards fostering a culture of civic participation, starting with registering to vote.
By integrating the concept of 'taiyaari' (readiness) from Tata AIA's overarching brand theme, "Har Waqt Ke Liye Taiyaar," the campaign extends the narrative of being prepared by registering themselves to cast their important vote. It further encourages them to vote on the day of election and participate in securing their and the future of the nation.
BW Businessworld’s new issue explores tech-driven marketing innovations
The Creativity + Tech + Innovation issue looks at India’s influential role in the global marketing economy
BW Businessworld’s latest issue spotlights the triumvirate of creativity, technology and innovation. Part of the BW Businessworld’s ongoing series exploring emerging sectors, this edition is specially designed to reflect the dynamic interplay of these elements in today’s fast-evolving global marketing economy. This special issue goes beyond the conventional print format, bringing the issue’s cover to life.
Industry Leader Insights
The Creativity + Tech + Innovation issue includes a sectoral overview, decoding India’s growth journey in the marketing sector. It features exclusive interviews with WPP CEO Mark Read and the leadership team of the company. The issue also features a special interview with Omnicom Global CEO John Wren. The in-depth interviews detail how these giants are steering the future of advertising through technology and creativity, with a special focus on India’s pivotal role in this global narrative.
“This issue not only highlights the global perspective but also delves deep into the Indian market, showcasing how local dynamics are influencing global marketing trends. We interviewed WPP five years ago when the company had just begun its transformational journey, and with their growth and success in India in the last five years, they feature on our cover again,” said Annurag Batra, Chairman & Editor-in-Chief of BW Businessworld Group.
Commenting on the issue, WPP’s Country Manager for India, CVL Srinivas, said, “It is an honour for WPP to again be featured on the cover of BW Businessworld. Today India is a growth engine not only for WPP but also for the world, fuelled by India’s tech stack, talent pool and entrepreneurial spirit. In this issue, we share how WPP is cracking the India-first code to drive growth and innovation for our clients, as well as efficiencies via our Global Delivery Centre.”
The cover story is done in association with Inshorts. In addition to WPP and Omnicom, the issue boasts interviews with leaders from major holding companies such as Publicis Groupe, IPG Mediabrands, Havas, Dentsu and India-born Madison World. These discussions explore the unique strategies these companies are employing to harness creativity and technology in a rapidly changing market environment.
Innovative Cover Design
This magazine features an innovative mixed reality cover that exemplifies the issue’s theme of technological infusion in all aspects of business. A simple scan of the QR code on the cover leads to a special message from WPP’s Country Manager in India, CVL Srinivas on India’s role as a global innovation hub.
“WPP is delighted to pioneer BW Businessworld’s first interactive, mixed-reality-like cover that blends the digital and physical worlds. It represents the synergy of creativity empowered by the latest technology that our talented team lives and breathes at WPP’s Creative Technology Experience Centres in India. We look forward to supporting BW Businessworld with future innovations as they evolve and future-proof their publication, fit for the next era of readers,” said WPP’s Emerging Tech Lead in India, Niraj Ruparel.
“It has been a pleasure working with the WPP team on this cover innovation, which embodies BW Businessworld’s approach to innovating with technology, expanding beyond traditional print formats and embracing digital transformation in several impactful ways,” added Noor Fathima Warsia, Group Editorial Director, BW Businessworld.
Read More On Creative Entrepreneurs & Branding Gurus
Further enriching this issue are features on rising creative entrepreneurs in India, illustrating how these trailblazers are competing on a global stage with innovative and impactful campaigns. Additionally, leading marketers share insights into the drivers of growth and change within the Indian market, discussing strategies to penetrate new markets, create new consumer cohorts, and enhance sustainability to resonate with the modern consumer.
Highlighting the depth of talent in the country, this edition examines the pivotal role of Indian professionals in driving the nation’s prominence on the global stage. Discussions with media stalwarts from Bharat Express News Network and branding experts such as Harish Bijoor, Ambi MG Parameswaran and Anisha Motwani offer readers a comprehensive view of the current state and exciting future of marketing and branding in India.
BW Businessworld’s latest issue is a must-read for industry professionals, marketers, entrepreneurs and anyone interested in the intersection of technology and creativity in the business world. It is available in both print and digital formats.
Read the complete stories in the BW Businessworld digital edition.
Milind Soman wants to run away from running for a change in new Uber India ad
The digital film has been conceptualised by Dentsu Creative India
Uber India and Dentsu Creative India have launched #RoutineSeRescue (rescue from routine) campaign that highlights how people can seek a much-needed break from their routine with Uber Intercity.
The campaign features a film starring Milind Soman, an actor, model, film producer, and a well-known ambassador for running. The film begins with Milind Soman running and narrating how Indians love to run, even more than him. It then depicts various fun and relatable scenarios where different people are running away from their problems by taking a trip with Uber Intercity.
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Speaking about the campaign, Ameya Velankar, Head of Marketing, Uber India South Asia said, “While India loves to hustle, sometimes we get lost in the monotony of our routines. When breaking free seems difficult, all you need is to be rescued for a while before you go back to hustling once again. And that’s what this campaign is all about. We want to rescue people from their daily routines with Uber Intercity. Whether you're an impromptu travel geek or a meticulous planner, Intercity's round trips offer you the chance to book a ride to over 2000+ destinations for up to 90 days in advance. We decided to collaborate with Milind Soman - because who knows more about running away than India’s favourite enthusiast? But even he needs a break, and that’s why he ended up running away from running, as part of our #RoutineSeRescue narrative.”
Sharing the insight on the campaign, Hazel Dalby, Creative Director and Rohit Ranjan, Senior Group Head, Dentsu Creative India added, “Everybody is running away from something. Just like we were, from this brief! Jokes apart, we realised the need to escape from daily life (once in a while) and nothing rescues you more than a road trip with the people you love. Thus, the idea of #RoutineSeRescue was born. Staying true to our insight of people running away, we chose Milind Soman as the face of our campaign who helped us bring the idea alive in a way no one else could have!