ELEVATE

The weekly Marketing News letter- Edition 6 (October- Week 2

Head’s Up: “In this ever-changing society, the most powerful and enduring
brands are built from the heart. They are real and sustainable.
- Government to merge Amul with five Their foundations are stronger because they are built with the
cooperative societies
strength of the human spirit, not an ad campaign. The companies
- How Flipkart’s Big Billion Day Sale that are lasting are those that are authentic.”
helped the Nation upgrade like never
before
– Howard Schultz, CEO, Starbucks
- Jio Cinema OTT in talks to merge with
Viacom18 Media

- Tata Play partners Gamezop to

introduce gaming on OTT platform
Binge

- Sting partners with Paytm for its

campaign featuring actor Akshay
Kumar

- Metaverse to reach $996 bn in 2030,

forecasts GlobalData

- Brand ambassadors this week

- Russian trade currency in tussle- Large

lenders srutinize

- Adani Group in line to become cement

king in india

- TATA Q rebranded as TATA Sampann

Yumside

- Author amish uses metaverse and AR

in book marketing

- Dabur enters spices market with

Dabur Hommade Tasty Masala

Designed and Published by: Mark-O-Polo (The Marketing Society of SIBM, Pune)
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GOVERNMENT TO MERGE AMUL
WITH FIVE COOPERATIVE SOCIETIES
(Click the head to know more)
Amul to be merged with five other cooperative
societies to form a multi-state cooperative society
(MSCS)
Announced By: Amit Shah(Cooperation Minister)
Venue: 70th plenary session,North Eastern
Council (NEC)
Reasoning: The MSCS will ensure the export of
the products after its certification so that profit
can go directly into the bank accounts of the
farmers.
Long term Vision: Double milk production in
the country over the next five years, not just to
meet the demand in the domestic market, but
also those of neighbouring countries.
Support by the government: The current
government is giving priority to natural agriculture
and digital agriculture and for certification of
natural products, the process to form a multi-
state cooperative society by merging Amul and
five other cooperative societies has been started.
KNOW YOUR BRANDS
HOW FLIPKART’S BIG BILLION DAY
SALE HELPED THE NATION UPGRADE
LIKE NEVER BEFORE (Click the head to know more)
To brighten up your festive happiness, one of India’s
largest e-commerce platforms - Flipkart conducted its
annual Big Billion Days. Big Billion Day is an eight-day
long sales driven high engagement and awareness
campaign.
Campaign Tagline: #UpgradeTohBantaHain
What did Flipkart do differently this year:
Not only the products, Flipkart improved upon its
experience manifolds. Flipkart painted the town blue and
left no stone unturned in marketing and reaching out to
its customers through various channels.
Narrative: To enable consumers to upgrade to the
products that they aspire to have. Social media and OOH
mediums via 500 autos, Social - restaurants & bars, Social
media influencers, Airport OOH, Cabs & Trains were used.
Impact: Strong adoption of e-commerce across the
country recorded 60% of customers coming from Tier-II
and -III cities. Flipkart saw 35 million app downloads
during the sale.
MONDELEZ INTERNATIONAL INC
Market Cap : 76.23 BILLION USD
Major Businesses : One of the largest snack companies in the
world with global net revenues of approximately $28.7 billion in
2021. Hold the #1 global position in biscuits (cookies and crackers)
and #2 in chocolate.
Iconic global and local brands: Oreo, belVita and LU biscuits;
Cadbury Dairy Milk, Milka and Toblerone chocolate; Sour Patch Kids
candy and Trident gum.
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FOOD FOR THOUGHT
Hooked: How to Build Habit-Forming Products
Author: Nir Eyal
An excellent product and marketing book that provides insights
into what it takes to create consumer habits. The author explains
why habits are essential and how they benefit your product. He
then further elaborates by dividing the model into four steps
Trigger-Action-Variable-Reward. This book explains the
concepts using examples from well-known tech companies but
the fundamentals apply to all. This book will not only help in
understanding habit-forming techniques but can also be used
to uncover potential weaknesses in existing habits in your
products.

JIO CINEMA OTT IN TALKS TO MERGE TATA PLAY PARTNERS GAMEZOP TO

WITH VIACOM18 MEDIA INTRODUCE GAMING ON OTT PLATFORM
(Click the head to know more)
BINGE (Click the head to know more)

Indian direct-to-home (DTH) company Tata Play -

formerly known as Tata Sky has entered into a
partnership with Gamezop, one of the world’s largest
publishers of HTML5 games, to offer gaming on its OTT
aggregation platform, Tata Play Binge.

Gamezop’s games will be accessible through a dedicated

tab – featured alongside Movies, Shows, and Sports – on
the Tata Play Binge app. The tech will allow users to
directly open the games from within the app at a tap of a
button, just like videos, and will not need to be installed
separately. The companies will continue to work closely
The Competition Commission of India (CCI) has
and identify opportunities to make gaming more
approved the amalgamation of JioCinema OTT
rewarding for the users, along with replenishing the
platform with Viacom 18 Media Private
catalogue with new titles every quarter.
Limited.

While the company has over 250 games on its platform,

In April, Reliance Industries Ltd (RIL) and
which it keeps renewing, Tata Play’s deal will include
Viacom18 announced a strategic partnership
selected 100 games.
with Bodhi Tree Systems, where Bodhi Tree will
invest Rs 13,500 crore in Viacom18 while
Reliance Projects & Property Management
Services, a wholly-owned subsidiary of RIL, will
invest Rs 1,645 crore in the broadcaster as part
of the tripartite partnership, to form one of
the largest TV and digital streaming firms in
India.

About Viacom 18: RIL subsidary Viacom 18 is

engaged in broadcasting of channels across
genres, OTT video streaming through Voot and
Voot Kids, production and distribution of
feature films, production and licensing of
digital content, and other allied businesses.
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STING PARTNERS WITH PAYTM FOR METAVERSE TO REACH $996BN IN 2030,
ITS CAMPAIGN FEATURING ACTOR FORECASTS GLOBALDATA
(Click the head to know more)
AKSHAY KUMAR
(Click the head to know more) According to GlobalData, a top provider of data and
analytics, the metaverse market will grow at a compound
annual growth rate (CAGR) of 39.8% to $996 billion by
2030 as businesses worldwide, including those in non-tech
sectors, increase their investments in the technology for
improved customer engagement, increased brand
awareness, and the discovery of new revenue streams.

The rise of the metaverse market is being fueled by the

significant presence of large technological giants in the
developed economies of North America and the growing
countries in the Asia-Pacific region. According to
Sting has partnered with Paytm for its new projections from GlobalData, the two areas collectively
campaign featuring actor Akshay Kumar as the controlled 50% of the metaverse market share in 2021.
brand ambassador. The campaign was created
by Leo Burnett.. With the holiday season rapidly
approaching, Sting has teamed up with Paytm to
provide its customers with a cost-effective
proposition. Customers would be eligible for a
cashback* of Rs 40 on their first Paytm UPI
transaction with the purchase of each Sting
PET bottle of 250ML.
The offer can be redeemed by scanning Paytm’s
QR code on the Sting bottle and entering the
promo code, which will be printed on the
reverse side of the label.

The company claims that a 360-degree

Deepak Agarwal, Project Manager at GlobalData,
campaign would be run to promote its new TVC
comments: "The Metaverse is still largely conceptual but
across TV, digital, outdoor, and social media. The
could transform how people work, shop, communicate, and
TV commercial is set against the backdrop of a
consume content. lthough it is in the early stages of
tennis match, where Kumar expresses his
development, it has the potential to be the next mega-
amazement at receiving a rebate of Rs. 40 for
theme in digital media. Furthermore, the large-scale
buying a Rs. 20 bottle of Sting before informing
adoption of next-gen technologies including AR and VR will
his tennis partner of the promotion.
accentuate the adoption of metaverse by most of the
stakeholders involved.”

KNOW YOUR BRANDS

One 97 Communications
Founded: 2010
CEO: Vijay Shekhar Sharma (Dec 2010–)
Parent organization: One97 Communications
As of October 2022 Paytm has a market cap of $5.57 Billion.
This makes Paytm the world's 2029th most valuable
company by market cap. The market capitalization,
commonly called market cap, is the total market value of a
publicly traded company's outstanding shares and is
commonly used to measure how much a company is worth.
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BRAND AMBASSADORS THIS WEEK
MANIPALCIGNA HEALTH INSURANCE
ONBOARDS ACTOR MANOJ BAJPAYEE
AS BRAND AMBASSADOR
(Click the head to know more)
ManipalCigna Health Insurance Company Limited
today announced the appointment of actor Manoj
Bajpayee as its brand ambassador.
Through this association with Manoj Bajpayee,
ManipalCigna aims to spread the message about
the value of health insurance, drive customer
conversions and propel distribution growth
across India.
D2C ECOMMERCE ROPES IN RAKUL PREET
SINGH AS BRAND AMBASSADOR FOR
FIRE-BOLTT ROPES IN KIARA ADVANI AS
ACCESSHER ITS NEW BRAND AMBASSADOR
(Click the head to know more)
D2C Ecommerce, an e-commerce platform, has
roped in actress Rahul Preet Singh as brand
ambassador for its fashion jewellery brand
'AccessHer'. As part of the endorsement, the actress
will be seen as the face of the brand, promoting its
fashion jewellery and accessories.
With the tagline "Be Your True You", Singh aims to
appeal to young women from various socio-
economic backgrounds.
GULF OIL ROPES IN SMRITI MANDHANA
AS BRAND AMBASSADOR
(Click the head to know more)
Gulf Oil Lubricants, a lubricant manufacturing and
marketing company, has roped in Indian cricketer
Smriti Mandhana as its new brand ambassador.
Mandhana will join cricketers and current brand
ambassadors Mahendra Singh Dhoni and Hardik
Pandya.
Gulf Oil believes that the dynamics of the automotive
segment has evolved with more women playing a
pivotal role in the decision-making process of vehicular
purchase and its maintenance. Through Mandhana's
association, Gulf Oil aims to celebrate women
power and inspire female audiences in the
country while also honouring the achievements
of Indian women cricketers.
(Click the head to know more)
Wearable and audio brand Fire-Boltt has roped in
Bollywood actor Kiara Advani as its new brand
ambassador. Advani will be part of the marketing
campaigns of the brand alongside cricketer Virat Kohli
and actor Vicky Kaushal. The association with
Advani will help the brand to engage with the
young generation.
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 RUSSIAN TRADE CURRENCY IN ADANI GROUP IN LINE TO BECOME
TUSSLE- LARGE LENDERS SRUTINIZE CEMENT KING IN INDIA
(Click the head to know more) (Click the head to know more)

The Adani Group, which is owned by billionaire Gautam

Adani, is in advanced talks to purchase the cement
division of Jaiprakash Power Ventures Ltd.

Even months after the system was implemented,

One of the sources claimed that the ports-to-power
major Indian institutions are still hesitant to
conglomerate could spend roughly Rs 5,000 crore ($606
handle direct rupee trade transactions with
million) to acquire a cement grinding plant and other
Russia out of concern that they may be singled
less valuable assets. One of the cement companies that
out for sanctions by the US and EU due to the
Asia's wealthiest person recently acquired will make the
invasion of Ukraine
purchase.
After the Reserve Bank of India (RBI) announced in
July that it has set up an arrangement for foreign
The agreement will support the Adani Group's efforts to
trade payments in Indian rupees with immediate
maintain its sudden dominance in the cement
effect, two smaller institutions have moved
industry, which began after it acquired Ambuja
to embrace the system. However, larger
Cements Ltd. and ACC Ltd. from Holcim Ltd. of
lenders who are more exposed to the dollar
Switzerland in May, transforming it into India's second-
and the global financial system are
largest cement producer almost immediately with an
concerned that sanctions may harm their
installed production capacity of 67.5 million tonnes
operations.
annually.
Several insiders at the institutions publicly
acknowledged their private decision to forego
Last month, Adani Group announced intentions to
using the structure.
invest 200 billion rupees in its recently acquired
The sources stated that although Indian banks
cement industry and increase its ability to produce
continue to pay transactions in dollars or euros
140 million tonnes of cement over the course of five
with non-sanctioned Russian firms, they think
years.
settlements in rupees may be subject to
further scrutiny.

KNOW YOUR BRANDS Reliance Industries Limited

Market Cap: $195 Billion
Key People: Mukesh Ambani (Chairman & MD)
Headquarter: Mumbai, Maharashtra, India

Major Offerings :Reliance Industries Limited is an Indian multinational

conglomerate company, headquartered in Mumbai. It has diverse businesses
including energy, petrochemicals, natural gas, retail, telecommunications,
mass media, and textiles. Reliance is one of the most profitable companies in
India,[2] the largest publicly traded company in India by capitalization, and the
largest company in India as measured by revenue.
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TATA Q REBRANDED AS TATA AUTHOR AMISH USES METAVERSE
SAMPANN YUMSIDE AND AR IN BOOK MARKETING
(Click the head to know more) (Click the head to know more)

Tata Consumer Products has announced the

rebranding of TATA Q to ‘Tata Sampann
Yumside’, which will be integrated with the Tata
Sampann portfolio of food offerings.
Amish has taken the marketing of books to newer
TCPL has reworked the recipes of the entire range heights, right from using cinematic trailers, to
of the acquired RTE product portfolio basis producing a music album, and offering customised
consumer feedback and is also launching new merchandise to engaging with his readers through
innovations in the ethnic RTE category. The apps.
brand is also extending itself to the ready-to-
cook (RTC) category with an extensive range of The author, in partnership with Think WhyNot -
everyday and niche Indian gravies and pastes. the marketing communications agency two
collaborated for Amish’s fourth book in the Ram
DABUR ENTERS SPICES MARKET WITH
Chandra series, 'War for Lanka' to give a virtual
DABUR HOMMADE TASTY MASALA treat to his readers through Augmented Reality.
(Click the head to know more)
Dabur India has announced the expansion of its
The agency has planned an Augmented Reality
Hommade Foods portfolio with the launch of
campaign on Instagram, with four new filters that
Dabur Hommade Tasty Masala.
provide an immersive experience to the users unlike
any other. Going beyond the pages of the book,
The new product marks Dabur’s entry into the
these filters will bring the characters to virtual
spices market and it aims to offer consumers a
life in the online medium, pose a gaming challenge
combination of both taste and natural ingredients,
to the users, and even let them participate in the
making their dishes tastier than ever.
‘War of Lanka’.
This is a 360° launch
To top it all off, there will also be an AR coupled
with presence on TV,
with AI contest where players have a chance at
print, digital, besides
winning personalised gifts from the author
offline activations
himself.

KNOW YOUR BRANDS Diageo

Market Cap: $96.42 Billion
Key People: Javier Ferrán (Chairman) & Ivan Menezes (CHief Executive)
Headquarter: London, United Kingdom

Major Offerings : Johnnie Walker · Guinness · Tanqueray · Baileys · Smirnoff ·

Captain Morgan · Crown Royal · Don Julio.

Diageo is a multinational alcoholic beverage company, which is a global

leader in premium drinks, across spirits and beer. With over 200 brands sold
in 180 countries, their portfolio has remarkable breadth.
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