Category Archives: Business

53 percent of CMOs in India state that sustainability and environmental protection are essential components of their brand

Delhi, October 20, 2023 – Despite chronic crises, marketing executives are looking positive into the future: They feel confident about what is to come, tend to invest in long-term brand-building activities, and have few troubles securing their budgets. Data from the new GfK CMO Outlook Report shows how adept marketing leaders are with new technology like AI and real-time insights. But it’s not all sunshine and rainbows: the report also illuminates a huge gap between marketer’s and consumer’s expectations in terms of sustainability.

Given current economic uncertainties, it would be tempting for marketers to focus on short-term marketing activities that yield immediate results while slashing long-term investments. While these tactics may temporarily improve balance sheets, building and nourishing a strong brand tends to pay off more in the long run. Experience shows that a strong brand reduces customer acquisition costs, improves customer retention rates, makes for more impactful product launches, and may protect margins even in times of inflation.

Fortunately, marketing leaders worldwide have got the memo. GfK’s new CMO Outlook Report Data, Decisions, and Optimism: How CMOs are driving change in an evolving world shows that despite ongoing crises, over two-thirds of marketing decision-makers worldwide (70 percent) are investing more than half of their budgets in long-term initiatives, e. g. campaigns focused on strengthening the brand. Among CMOs, this proportion rises to 78 percent.

Industry-wise, marketing leaders in consumer tech (76 percent), automotive (76 percent), and retail (74 percent) are zeroing in on long-term brand-building strategies. B2B brands are more willing to make long-term investments. Longer conversion cycles and smaller customer bases probably play a role.

Despite crises marketing leaders are optimistic about the future

Overall, 61 percent of marketing decision-makers worldwide believe that their industry has been hit harder than others by the ongoing turbulences of recent years. However, there are regional differences: 66 percent of marketing decision-makers in Europe and 65 percent in North America feel particularly affected by the economic situation. In Africa and the Middle East, only 52 percent agree with this statement, and 55 percent in the Asia-Pacific region.

Despite this, CMOs remain remarkably confident: Almost three-quarters state that their company has grown in the last three years and 78 percent say that they are optimistic about the future. These optimistic marketing leaders are more focused on long-term brand building (77 percent), suggesting a link between optimism and long-term investment. Most marketing leaders also show impressive confidence in their budgets. Nearly two-thirds overall say they find it easy to justify their financial needs, particularly in North America and Europe. Especially optimistic marketing decision-makers say they have no problems funding marketing expenditures.

Marketing leaders in India embrace sustainability to shape brand identities

The report features >50 CMOs or marketing leaders from India, revealing that more than half of surveyed respondents believe sustainability is a vital component of what their brand represents. Furthermore, 34 percent noted that sustainability is integral to their business operations, although it may not be as central to their marketing efforts. Surprisingly, only 9 percent of them perceive sustainability as a subject reserved for politicians or governments. Instead, they firmly believe that sustainability is a narrative owned by brands, reflecting a profound paradigm shift in perception.

At the same time, 45 percent stated that they are ahead of their competitors in addressing sustainability, while 40 percent acknowledged that their customers expect sustainability initiatives from brands. Nearly 40 percent recognized sustainability as an area where their brand can differentiate itself from competitors, further underlining the evolving landscape of conscious consumer choices and corporate responsibility.

Which region’s CMOs are the frontrunners of real-time insights?

Data analytics and customer insights are more important than ever for improving marketing campaigns. 61 percent of global marketing leaders state that they receive actionable insights either immediately after data gathering or short of real-time, but still fast. Only 3 percent claim that generating insights takes too long to be useful at all. Larger companies seem to have an advantage: the bigger the company, the higher the proportion of insights generated in real-time.

Europe leads the way with 33 percent of marketers answering they receive insights in real-time, versus the global average of 26 percent. The score is lowest in Africa/Middle East, where only 19 percent claim to have access to real-time insights. Data integration is the main obstacle for achieving real-time insights, as stated by one-third of global marketers. Overall, 44 percent of the survey’s respondents want to improve their capabilities in generating actionable insights, while 42 percent aim at improving data integration in their companies.

“In recent years, market disruptions have shown us just how quickly buyer behavior can pivot, highlighting the need for real-time predictive data. The businesses that thrive in this environment will be those that can anticipate what’s coming next,” predicts Gonzalo Garcia Villanueva, CMO at NielsenIQ/GfK. “It is notable that marketing leaders across regions who say that their company has grown in the last three years and are optimistic get their insights faster than others. This indicates that successful companies are more digitalized and prioritize real-time insights for marketing.”

Next to real-time insights, AI is transforming the way many marketers work. Almost half of marketing leaders worldwide (45 percent) say they are already using AI, while 40 percent are familiar with, or using, Machine Learning models. The uptake of ChatGPT has been rapid, with 36 percent of respondents already using it by March 2023 – despite it being in the market for less than a year. Marketers working in the biggest enterprises are those most familiar with such technology and much more likely to be early adopters than those in smaller firms.

Are marketers failing their audience in terms of sustainability?

After a summer marked by extreme weather events, sustainability is squarely on the CMO agenda, with 42 percent stating that sustainability and environmental protection are important parts of their brand. The number is especially high in Africa/Middle East (56 percent) and Asia Pacific (46 percent).

However, there seems to be a gap in how marketers perceive their audience: Only 30 percent of the survey respondents feel that their customers expect them to address sustainability. On the other hand, the global long-term GfK Consumer Life study finds that most consumers (73 percent) expect companies to take environmentally responsible actions. This is a huge perception gap. One factor might be that companies tend to see sustainability as a corporate initiative rather than a marketing one. At least 24 percent of global marketers agree, especially among North American companies.

Overall, marketers need to keep in mind that any engagement for the environment and the climate must be authentic and long-term to be credible for the consumers.

New GfK CMO Outlook Report published

Despite ongoing macroeconomic and geopolitical turbulences, CMOs are optimistic about the future and look forward to maximizing several exciting opportunities for growth in the current marketing climate. Read more about how to do it the new GfK Outlook Report “Data, Decisions, and Optimism: How CMOs are driving change in an evolving world”.

LP Logiscience Prepares for Exponential Growth in Nagpur Warehouse

Nagpur, 20th October: LP Logiscience, the warehousing and contract logistics arm of the esteemed Liladhar Pasoogroup, is gearing up for exponential growth in its Nagpur warehouse, in the backdrop of supportive policy and infrastructure development. Currently, LP Logiscience has a multi-client warehouse in Nagpur, boasting a capacity of 1500 pallet positions and offers customized warehousing solutions focused on FMCG & FMCD sectors.

According to the recent Knight Frank report on Indian Warehousing, the Nagpur warehousing market has exhibited remarkable resilience throughout the pandemic and remains robust as of FY 2023. Annual leasing volume has surged by 26% year on year, totaling 0.06 million square meters. The Mihan cluster in Nagpur alone accounted for 63% of this leasing volume, with notable participation from prominent retail players like Reliance Retail and Tata Croma, constituting 48% of the transacted area. Additionally, 3PL companies, which are pivotal in this market, accounted for 37% of the leasing volume, while manufacturing companies such as Royal Enfield occupied the remaining share.

The above growth is driven primarily because of the strategic location and the planned transport infrastructure development in the region. Located almost exactly at the center of the country’s vast geography, Nagpur is equidistant from major consumption markets such as Mumbai, Delhi, Chennai, and Kolkata. The city has also evolved into a hub for industrial and Agro commodities production. Major national highways, including NH7 (connecting Varanasi to Kanyakumari) and NH6 (connecting Mumbai-Sambal-Kolkata), intersect the city.

Also underway are the multi-modal international cargo hub and airport, which is expected to play a pivotal role in handling heavy cargo traffic from Southeast Asia and the Middle East. Additionally, the imminent completion of the Samruddhi Mahamarg, or the Nagpur Mumbai Expressway, is anticipated to revolutionize the region’s economy and logistic significance. This expressway will drastically reduce travel time between Mumbai and Nagpur, enhancing the efficiency of cargo transportation.

In this dynamic environment, LP Logiscience has risen as a key player, poised for growth in the Nagpur region. LP Logiscience was established a decade ago as the warehousing and transportation business arm of the legendary Liladhar Pasoo group and today handles over 3 million sq. ft of storage space and a reach of 7000+ distribution pin codes PAN India. Since its inception, LP Logiscience has registered an impressive evolution, growing at the rate of 20% – 25% YoY. Now, it is ready for the next phase, with plans to set up state-of-the-art warehouses with aggressive tech adoption and greener operations to qualify for environmental certifications that will help the brand enhance its global reach.

Speaking about his plans for the Nagpur market, Mr. Varun Gada, Director of LP Logiscience, a Liladhar Pasoo Company, said, “We are extremely thrilled about the growth prospects of our Nagpur warehouse. Nagpur’s strategic location and the positive policy and infrastructure developments make it an ideal choice for expanding our operations. This expansion represents a significant step in our commitment to delivering top-notch warehousing solutions and logistics support to our clients, ensuring that they benefit from Nagpur’s strategic location and the city’s growth potential.”

With a strong business model supported by an IT backbone, LP Logiscience’s warehouse setup offers customisation and flexibility.The company also aims to introduce sustainable practices for energy and resource optimisation and also plans on building an EV fleet for distribution. As LP Logiscience continues to contribute to the thriving Indian warehousing sector, it remains dedicated to its vision of transforming the logistics industry, setting new benchmarks, and driving positive change in the world of warehousing and contract logistics.

Travel Buddy, a new-age social travel network is organising Vibrant Dandiya night celebrations in Hyderabad

New Delhi, 20th October 2023 – Travel Buddy, a new-age social travel network and experiences marketplace announces its latest offering, a vibrant Dandiya night celebrations in Hyderabad at the Moinabad Farmhouse by their Chapter Head, Ravikanth, who is excited to bring the city an exciting event. Travel Buddy is a vibrant global community of over 2.5 million+ travellers. Travel Buddy understands the value of a local, who has an in-depth understanding of their own city and State.

As per the event schedule, the programme will commence at 5 PM with anticipation for a night filled with excitement and entertainment. This will be followed by the Fancy Dress Competition at 6 PM. Witness a burst of creativity and innovation as participants showcase their creative and eye-catching costumes. Prize Giveaways will start at 7 PM where the winners of the Fancy Dress Competition will be rewarded for their creativity. This is going to be a moment of excitement and anticipation. At 7:30 PM, the highlight of the evening will arrive as the Dance Floor opens up, inviting everyone on the floor to groove to their favourite tunes.

Expressing his views about this event, Mr. Saurav Chakraborty, Founder, and CEO of Travel Buddy, said – ‘’Travel Buddy is all about redefining how travellers experience destinations and their localised culture. Our celebration of Dandiya Night is an authentic representation of our values. We encourage explorers as well as locals to foster meaningful interactions and authentic experiences. Our prime focus revolves around transforming your travel experiences into unforgettable adventures. We believe that travel isn’t just about visiting places, it’s about experiencing cultures and appreciating the incredible beauty of different places..’’

Dandiya Night, a joyous celebration held during the Hindu festival of Navratri, signifies the victory of good over evil. Participants, dressed in traditional attire, perform the lively Dandiya dance, using sticks in synchronised moves to folk music. This event aims to promote community bonding and cultural festivities and includes elements like a Fancy Dress Competition, and exciting giveaways.

SBI Card Announces Festive Offer 2023

New Delhi, October 20, 2023: SBI Card, India’s largest pure-play credit card issuer, has rolled out many exciting offers for its cardholders across India for festive season 2023. Millions of SBI Card customers can take advantage of around 2200 merchant-funded and cashback offers across online and offline merchants in key cities, including tier 2 and tier 3. The expansive spread of offers range across a wide set of popular categories including consumer durables, mobiles, laptops, fashion, furniture, jewellery, and grocery. SBI Card has lined up many EMI-focused offers with several marquee brands to ensure that cardholders can make large purchases with ease.

Festive offer 2023 for SBI Card customers includes over 600 national level offers, and over 1500 regional and hyperlocal offers that will be valid till 15 November 2023. As part of this festive offer, SBI Card customers in over 2700 cities can benefit from up to 27.5% cashback and instant discount offers across various partner brands that include Flipkart, Amazon, Myntra, Reliance Retail group, Westside, Pantaloons, Max, Tanishq, and TBZ, among others. Importantly, SBI Card’s EMI focused offers are available across leading brands in consumer durables, mobile, and laptop segments. Key brands include Samsung, LG, Sony, Oppo, Vivo, Panasonic, Whirlpool, Bosch, IFB, HP, and Dell, and many more.

According to Mr. Abhijit Chakravorty, MD & CEO, SBI Card, “As a customer-centric brand, we have always focused on ways to enhance our customers’ overall experience. This includes continuously making their shopping experience more rewarding. SBI Card festive offer 2023 is a great example of our sincere intent to do so. We hope that this initiative will enrich and add to our cardholders’ festivities.”

iLEAD Sets the Stage for Sustainable Innovation in Kolkata’s Durga Puja

Kolkata, October 20, 2023: iLEAD, Institute of Leadership, Entrepreneurship And Development, through its Waste Billionaire initiative and in collaboration with Moitreyee Sangha, has unveiled a unique idol created entirely from discarded automobile parts.

The pandal is a testament to sustainability and innovation, featuring various upcycled and recycled items such as a sofa made from discarded cycle tires, lights crafted from parts of washing machines, a vertical garden constructed from plastic bottles, and more. It is not just a celebration of tradition, but a powerful statement on environmental consciousness and entrepreneurship.

The primary objective of this remarkable endeavor is to inspire the youth to actively participate in environmental conservation by reducing waste and carbon emissions. In today’s world, the climate crisis looms large, and this initiative strives to be a catalyst for change.

What makes this initiative even more special is its emphasis on promoting entrepreneurship through upcycling and recycling waste. “With minimal capital investment, individuals can transform discarded materials into valuable creations, contributing not only to the environment but also to economic growth. India witnesses a staggering influx of approximately 2.5 million tons of automobile waste destined for scrapping annually. Converting this waste into scrap art offers a substantial business opportunity”, said Mr. Pradip Chopra, Chairman of iLEAD.

As an institution that fosters leadership, entrepreneurship, and sustainable development, iLEAD is committed to spreading awareness among the youth and encouraging them to become responsible citizens and innovative entrepreneurs.

The Moitreyee Sangha pandal serves as a reminder that beauty can emerge from the most unexpected places and that innovation can solve complex environmental problems. As Durga Puja enthusiasts from Kolkata and beyond gather to witness this artistic masterpiece, they are also reminded of their responsibility towards our planet. This initiative is a call to action, inspiring the youth to become pioneers in environmental conservation, and entrepreneurs in their right.

3rd Edition of the Plant Based Navaratri Campaign begins

Navaratri, a time of auspicious beginnings and spiritual reflection, encourages many to embrace simple and sattvic (pure) food choices. Building upon this tradition, the Plant Based Foods Industry Association (PBFIA) supported by the U.S. Soybean Export Council (USSEC) is embarking on an initiative to inspire individuals to embrace a more prosperous life by adopting plant-based food options. This campaign, running from 15th October to 24th October, is themed “Navaratri Se Shubharambh – Switch to Plant-Based Foods,” with the primary goal of addressing urgent concerns related to sustainability, climate change, and animal welfare, one plate at a time.

Plant-Based Navaratri Campaign advocates for a “Shubharambh,” a positive beginning towards adopting plant-based diets. This not only aligns with the principles of ethics, health, and environmental conservation but also presents a path to a more compassionate world. Plant-based foods offer the benefits of taste, texture, protein, and essential nutrients without guilt, contributing to a better and more sustainable world. These foods replace animal-based ingredients, such as plant-based dairy, plant-based meat, plant-based eggs, and plant-based seafood, which can be enjoyed during these festival days.

Sanjay Sethi, Executive Director, Plant Based Foods Industry Association (PBFIA) & Human Utilization Advisor, South Asia, USSEC, passionately expressed the campaign’s mission, stating, “The Plant-Based Navaratri Campaign is a movement that aims to educate and inspire as many individuals as possible, addressing their questions and guiding them toward embracing plant-based foods as a positive lifestyle change.”

The Plant-Based Navaratri Campaign extends an open invitation to everyone to embrace plant-based foods and make a “Shubharambh” towards a healthier, more sustainable lifestyle.

With support from a diverse array of organizations, including the ProVeg International, Animal Climate Health Save India, Satvik Vegan Society, Ahimsa Land Foundation, Indian Culinary Forum, World Animal Protection India, FoodTechBiz, IMAGES Group, Mishry Reviews, Indo Agri Food and Feed and many others, we are able to further spread the message of compassion and sustainability.

In the series of events, a highly impactful webinar is taking place on 22nd October, bringing together individuals worldwide to celebrate and emphasize the importance of choosing plant-based foods. The event will also delve into maintaining a healthy life and utilizing plant-based nutrition for various health conditions. You can participate in the webinar by registering at this link: http://bit.ly/PBNC2023.

The campaign has generated significant enthusiasm among the youth, who actively engage by organizing outreach programs and contests within their college campuses. It has also found enthusiastic support on social media platforms and in educational institutes, such as the Indian Institute of Hotel Management Mumbai where intriguing discussions and plant-based food demonstrations will take place on 20th October on their campus.

The campaign also features product tastings from a variety of companies, offering attendees the opportunity to experience the delicious world of plant-based cuisine. Participating companies include Another Foods, Born Reborn, Continental Greenbird, BVeg, Blue Tribe, Evo Foods, Evolved Foods, GoodDot, Greenest, goCore Superfood, Grabenord, Get Sain, Hello Tempayy, Hemp Horizons, Plantmade, Plantaway, Plantwise, Shaka Harry, Seaspire, Symega, Urban Tiller, The Vegan Marketer, Urban Platter, Vezlay, Vegan Dukan, Wakao, WhiteCub, and many others.

Additionally, the campaign collaborated with the Ekatva Plant-Based Food Festival in Delhi on 15th October and supported the World Food Day event organized by the Ministry of Food Processing Industries and NIFTEM-Kundli in partnership with Ind Food & Beverage Association, where students had a delightful experience trying out Continental Greenbird plant-based kebabs, plant-based chicken nuggets, and Born Reborn’s millet-based products.

To stay updated on exciting plant-based recipes, pledges, health benefits, and the environmental impact, follow the campaign’s social media pages using the hashtag #PlantBasedNavaratri.

Fortune Sunlite Oil Unveils New TV Commercial Inspiring Healthier Living with Trans Fat-Free Sunflower Oil

India, 20 October 2023 — Adani Wilmar Limited (AWL), one of India’s leading food and FMCG companies, launched a new TV commercial for Fortune Sunlite Refined Sunflower Oil today. The new multi-media TVC, conceptualised by Ogilvy, features brand ambassador, actress Samantha Prabhu, highlighting Fortune Sunlite’s unique benefit as a trans fat-free oil. The brand has rolled out an extensive multi-media campaign, which will be showcased across digital platforms and supported by promotional campaigns through print advertisements, outdoor and more.

The all-new TV commercial emphasises the brand’s dedication to promoting a healthier lifestyle through Fortune Sunlite Refined Sunflower Oil. The ad goes on to highlight the oil’s unique selling point, which is its trans fat-free composition, presented in an engaging and visual format. It also showcases Samantha Prabhu’s commitment to a health-conscious lifestyle, highlighting her preference for a snack cooked in Fortune Sunlite Oil and the sense of lightness it imparts.

Commenting on the latest TVC campaign, Mr. Mukesh Mishra, Vice President, Sales & Marketing, Adani Wilmar Limited said, “At Adani Wilmar, we place great emphasis on the nutritional value that discerning consumers seek in their grocery selections. Indian consumers have an insightful understanding of the need to change their edible oils periodically to benefit from varied nutrients and advantages. We introduce our new TV commercial, featuring brand ambassador Samantha Prabhu that aims to encapsulate the essence of Fortune Sunflower Oil – it’s not just a cooking oil; it’s a commitment to a healthier, happier life. We believe this TVC will inspire consumers to make healthier choices for their families.”

Regarding her partnership with Adani Wilmar, actress Samantha Prabhu said, “I am delighted to collaborate with Adani Wilmar for Fortune Sunlite Refined Sunflower Oil. As someone who values a healthy lifestyle, this partnership deeply resonates with me. Fortune Sunlite, with its trans fat-free composition and dedication to promoting wellness, is the ideal choice for health-conscious consumers. I look forward to advocating healthier living with Fortune Sunlite and being a part of this journey towards a happier and healthier life.”

Adani Wilmar’s Fortune Sunlite Refined Sunflower Oil is light, easily digestible, and contains immunity-boosting vitamins A, D, and E, making it a reliable choice in the cooking oil segment. It undergoes over 100 quality tests to ensure that only the best Sunflower oil is packed for consumption. It is available in the SKUs of 500 ml, 1 Ltr, 2 Ltr, & 5 Ltr on most e-commerce sites and across stores.

Gopal Bhar spotted at Pujo pandals in Kolkata

Kolkata, 20th October 2023:Sony AATH, one of the most loved Bengali entertainment channels, is adding a dash of colour to the Pujo celebrations with Gopal Bhar visiting Durga puja pandals. The iconic and much-loved character of Bengal is engaging with fans, giving them exciting giveaways and adding to the festive cheer.

Gopal Bhar, known for his wit and humour, is being spotted in the city, making trips to select Pujo pandals. The legendary court jester began his pandal trail with Thakurpukur S B Park pandal on Panchami along with planned visits to Dakshin 41 Pally, Hindusthan Park Sarbajanin and Dum Dum Park Tarun Sangha on the rest of the days. The audience was in for a treat to meet their favourite icon and click photos with him. To raise the excitement level, a special Gopal Bhar quiz was conducted giving people a chance to win exciting Gopal Bhar merchandise.

Gopal Bhar has been an integral part of Bengal’s cultural heritage. Over the years he has amused families through stories that connect them to their roots. The channel aims to bring these timeless tales to life along with sharing the joy of laughter during the festival.

Keep an eye out for Gopal Bhar’s appearances at Pujo pandals and stay tuned to Sony AATH for more updates throughout the festive season.