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In a small town called <keyword id="2648" type="PERSON" weightage="20" keywordseo="Anand">Anand</keyword> in western India in 1946 farmers were having a difficult time having to deal with the exploitative trade practices followed by the local trade cartel. Refusing to be cowed down by the cartel, farmers of this area went on a milk strike. And they approached the great Indian patriot Sardar Vallabhbhai Patel for a solution. His advice was natural, start a cooperative movement. 
 
And they did. 
 
Inspired by India’s freedom struggle, it all began when farmers in a small town near Anand city in Gujarat made milk as a symbol of protest. Tribhuvandas Patel was a local leader who had been imprisoned number of times during India’s struggle for freedom. With the help of his supporters, he found a dairy co-operative in 1946 in Anand. The cooperative movement was a movement against the atrocities of Polson Dairy, a locally-owned dairy in Anand, which procured milk from farmers at very low rates to sell to the Bombay (now Mumbai) government. 
 28 year old Mechanical Engineer from Kerala, <keyword id="168701" type="PERSON" weightage="20" keywordseo="Verghese-Kurien">Verghese Kurien</keyword> arrived in Anand in 1949 as a government employee to manage a dairy. Fed up with his monotonous and unchallenging job he had already made up his mind to leave but upon Tribhuvandas Patel’s request he agreed to stay back for few months to oversee installation of the newly ordered machineries. No one then knew that Dr. Kurien would never leave Anand and make it the milk capital of India. In 1955 <keyword id="26280" type="COMPANY" weightage="100" keywordseo="amul">Amul</keyword> (then short for Anand Milk Union Ltd) was born. Verghese Kurien was in almost every way the architect of Amul. He went from helping farmers repair their machinery to revolutionising the Indian dairy industry by scripting Operation Flood, a cooperative movement that turned India from a net importer of milk into one of the world’s largest producers. Not for nothing was Dr. Verghese Kurien called the Milkman of India. 
 
The first dairy, Kaira District Co-operative Milk Producers’ Union, which created Amul in 1955, handed over the brand name to Gujarat Cooperative Milk Marketing Federation (GCMMF) in 1973. Thus, in 1973 the GCMMF was established to market milk and milk products manufactured by six district cooperative unions of Gujarat. 
 
 
 Branding played a major role for Amul’s success, the (original) Amul Girl was created by <keyword id="245066" type="PERSON" weightage="20" keywordseo="Sylvester-daCunha">Sylvester daCunha</keyword> (daCunha Communications) to counter the Polson dairy girl. Polson’s sexy village belle didn’t stand a chance to the tubby little moppet in the polka-dotted dress and a matching ribbon. Amul ads were cleverly designed to add a tinge of nationalism to an essentially rural revolution. The first Amul Ad campaign came in 1967 in Bombay (now Mumbai). And the response was phenomenal... and continues to be. Amul is also credited with a Guinness world record for longest running ad campaign of the world for its Utterly Butterly girl portraying day-to-day issues since 1967. In 1977, the Amul story was showcased through a Hindi movie titled Manthan directed by Shyam Benegal starring Naseeruddin Shah, Girish Karnad, Smita Patil and Amrish Puri which also won National award for best film. The movie again demonstrated the power of collective might as the movie was financed by a contribution of Rs. 2 by 5 lakh farmers. 
 
And then, Amul became a brandname in its own right. It is said that for Operation Flood, Kurien’s idea of having farmers own the brand went a long way in creating a sense of ownership and, in turn, responsibility for the product’s quality. Since the mid-90s, Amul has been able to take the range outside the security of traditional products, milk powder and butter. Amul diversified to everything from ice-cream, curd to long-life flavoured milk. Brand Amul is now present in over 50 countries. 
 
 
 
Amul has come a long way since its inception. The contribution of Amul in development of rural India as well as economic growth of the nation is legendary.

Inspired by India’s Freedom Struggle: Amul - The Brand, The Revolution, and The Campaign

<ul><li>Dabur, Vim, Sunfeast, <keyword id="9551690" type="COMPANY" weightage="20" keywordseo="brooke-bond-patanjali">Brooke Bond &amp; Patanjali</keyword> join <keyword id="9551688" type="COMPANY" weightage="20" keywordseo="the-billion-crp-club">the Billion CRP club</keyword> this year.</li><li>COVID- 19 does not upset the top brands’ growth</li><li>Only 6 global brands among the top 25 brands in India.</li></ul><keyword id="9551689" type="COMPANY" weightage="20" keywordseo="worldpanel-division-of-kantar">Worldpanel Division of Kantar</keyword>, released its report, Brand Footprint 2020. The report is an annual ranking of FMCG brands based on the Consumer Reach Points the brands scored in a year. The report is in its 8th edition this year. Key findings: <ol><li>Scoring the highest CRP (mn) at 6029/ +12% <keyword id="29464" type="LOCATION" weightage="20" keywordseo="Parle">Parle</keyword>, ranks first followed by Amul at 4,632 CRP (mn)/ +17%, Amul at 4,632 CRP (mn)/ +17%, Clinic Plus at 4,514 CRP (mn)/ +32%, Britannia at 4,215 CRP (mn)/ +29% and Ghari at 2,438 CRP (mn)/ +12%</li><li>Five new brands joined the Billion CRP Club this year Dabur, Vim, Sunfeast, Brooke Bond &amp; Patanjali. 21 brands made it to this group in 2019 compared to 16 in both 2018 and 2017.</li><li>Over 2/3rd of the top 50 brands are Indian Origin brands (36) while global stands at 14.</li><li>Global brands (29 %) show 1.8x growth compared to Indian Origin brands (16%). Global brands are growing almost twice as fast at 29% compared to Indian Origin brands at 16%.</li><li>Consumers make significantly more choices this year leading to a significantly better CRP performance by brands- 57 % brands record growing CRPs.</li><li>Bigger brands find better growth and follow the Golden Rule, brands grow faster by growing penetration</li><li>Colgate stands at the highest penetrated brand at 88%</li><li>Surf excel remains marks a consistent CRP growth rate at +20% scoring 1566 mn CRP.</li><li>58 brands saw a penetration gain of 1% or more. Leading the category is Ponds at 5.8% followed by Harpic (4.8%), Comfort (4.5%). 1% penetration gain adds an extra 2.9mn shoppers to the brand. </li><li>In the foods category Britannia clearly charts out a success story as the 2nd most chosen brand, 7th highest penetrated brand with a household penetration at 67.6%. While Aashirvaad saw a surge with 4% penetration increase and +55% CRP growth. </li><li>Within homecare surf excel marks +48% CRP growth while recording +3.4% penetration increase, closely followed by Vim at +44% CRP growth and +3.2% penetration.</li><li>Dabur comes out strong in the personal care &amp; foods category with +34% CRP growth, making it the 5th most chosen beauty &amp; health brand in India with a 70.0% household penetration.</li></ol>Impact of Covid-19: <ul><li>Food &amp; Beverage brands get picked up more often except Parle and Tata due to drop in frequency. For example, Amul is chosen over 100,000 additional times during the COVID months of March-May. </li><li>While personal and home care brands drop CRPs</li><li>Despite CRPs, trip size increases causing top brands to grow volume</li></ul>“Consumer Reach Points are a great way to measure and rank brands as it is a measure of the number of opportunities a brand has, to interact with a consumer. It is great to see consistent validation for the fact that if you build penetration, frequency and growth follow. This has really been a year of global brands in terms of their higher growth than others. Like these, this year’s report has a lot of interesting nuggets to derive a lot of information and insights on top the behaviour of consumers towards brands in the last year”- K. Ramakrishnan, MD- South Asia, Worldpanel Division, Kantar. Top 10- Brand Footprint Most Chosen Consumer Brands <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">RANK </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">BRAND </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">CRP(m) </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">1 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Parle </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">6,079 CRP (mn) +12% </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">2 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Amul </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">4,632 CRP (mn) +17% </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">3 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Clinic Plus </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">4,514 CRP (mn) +32% </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">4 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Britannia </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">4,215 CRP (mn) +29% </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">5 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Ghari </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">2,438 CRP (mn) +12% </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">6 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Tata </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">2,212 CRP (mn) +16% </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">7 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Aavin </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">2,080 CRP (mn) -10% </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">8 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Nandini </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">2,025 CRP (mn) -2% </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">9 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Colgate </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">1,868 CRP (mn) +23% </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">10 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Wheel </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">1,630 CRP (mn) +14% </td></tr></tbody></table>

Parle is the most chosen brand in India: Report

<ul><li>With one Gold, two silver and four bronze, India recorded its best-ever medal haul at the Tokyo Olympics this year, which ended on Sunday.</li><li>As the Tokyo Olympics came to an end, we talk to experts to find out who will land the most <keyword id="6359405" type="UNKNOWN" weightage="20" keywordseo="brand">brand</keyword> endorsement deals, and whether the new players will become as attractive to brands as someone like <keyword id="501707" type="ORGANIZATION" weightage="20" keywordseo="PV-Sindhu">PV Sindhu</keyword>.</li></ul>This year at the Tokyo Olympics, Mirabai Chanu, Neeraj Chopra, Ravi Kumar Dahiya, PV Sindhu, Lovlina Borgohain, Bajrang Punia brought joy to a billion hearts by bringing home one gold, two silver and three bronze medals. India’s hockey team also clinched a bronze after 41 years. This was the first time that India has managed to secure seven medals across varied sporting events. India also had the largest contingent ever of 127 athletes travelling to Tokyo who participated in 69 cumulative events across, the highest ever for the country. With this historic win, underrepresented athletes and sports are back in the limelight in the endorsement world. Indian brands also made sure that they leave no stone unturned in celebrating our athletes and their glorious win. The first athlete to bring back a medal for India this year was 26-year-old weightlifter, Mirabai Chanu. Shortly after her win, she was also offered free pizza for life by <a href="https://twitter.com/dominos_india/status/1418934590950027269">Domino's </a>and the brand garnered a lot of attention from the press and the internet for this gesture. Hospitality brand <a href="https://twitter.com/rohitisb/status/1424620158929162243">OYO </a>also offered women’s hockey team a chance to stay at any of their hotels in India. Apart from that, small start-ups to masters like Amul, brands made the most of our gold-winning moment at the global stage to congratulate Neeraj Chopra, who became independent India’s first Olympian to win a medal in athletics/track and field. According to Facebook, Neeraj Chopra was the second most mentioned athlete on its platform across the globe, whereas on Instagram, he was the most mentioned athlete globally. Over the years, we have seen brands spend the most on players from popular sports like cricket. While athletes get some screentime in ads closer to tournaments like Olympics, very few brands have long-term deals with most of these athletes, unless it is someone like a PV Sindhu, who has been around for a while now and has won many accolades and tournaments for the country. So with the curtains falling on Tokyo Olympics and the next Olympics games still being three years away, will brands bring the newer winners or even players who came really close to bringing medals home? This year, however, many of the athletes have received a lot of attention from brands. It was not just Sindhu or Neeraj Chopra, who aren’t new to the endorsement world; other new medalists Mirabai Chanu, Ravi Kumar Dahiya, Lovlina Borgohain and Bajrang Punia have also received an overwhelming response. Slowly and steadily, brands in India are branching out from cricket and looking to associate with budding sports stars to connect with the youth. We spoke to experts to find out who will land the most brand endorsement deals among the six medalists and hockey team. Aviral Jain- Managing Director, Duff &amp; Phelps - A Kroll Business said, “We think it will be a combination of both, though PV Sindhu now carries the tag of “She did it again,” which is unique and privileged. Other non-cricketing sports celebrities such as Hima Das, T. Gopi, Manika Batra, and Deepika Kumari have recently done well in terms of brand endorsements, driven by their splendid individual achievements on the field. Major brands like PepsiCo (PV Sindhu, Neeraj Chopra and Hima Das), Tanishq (Manika Batra and Deepika Kumari), and ASICS (Bajrang Punia, Sakshi Malik, etc.) have successfully associated with various non-cricketing celebrities, and with these non-cricketing wins at the Tokyo Olympics, we can surely expect a greater share of athletes in the advertisement campaigns going ahead.” Anjan Ghosh - Executive Vice President- Hansa Research also echoes these views. He said, “In all probability, more brands will sign up PV Sindhu; her brand standing has gone up substantially, having won medals in multiple Olympics. Brands that want to stand for consistency, fidelity, and grit will find Sindhu a compelling endorser. Also, those who wish to appeal to the young, aspiring women eager to achieve will try to harness Sindhu’s determination and intent and infuse these into their brand personality. The best part is that her success is not a flash in the pan; longevity is something that many brands aspire.” Sahil Chopra, Founder &amp; CEO- iCubesWire said that apart from Sindhu, India’s national sport might also gain more attention this year. “I guess it will be a mix of both known faces and new faces, but yes, the likes of PV Sindhu who have refreshed the memories, will have an edge over the new ones. Only exception to this could be hockey, being the national sport and the way it has captured people’s hearts in the past.” According to media reports, Sindhu currently has 10 deals with Bank of Baroda, Bridgestone Tyres, Visa India, Google, real estate firm Pooja Developers, Chinese sports brand Li Ning, Stayfree, PNB Metlife, Sharechat and Vizag Steel. Experts said that her brand value is likely to double after her incredible performance. But Sindhu is just getting started. The 26-year-old shuttler still has a long career ahead of her, and we expect to witness more iconic wins from her. TRA Research’s CEO, N. Chandramouli said, “PV Sindhu’s winning medals twice in succession is a phenomenal performance at the Olympics. Her value seems to have gone along with her second-time win, and would nearly double. She is young yet, and still has at least one more Olympic Games to look forward to, and so more years of sporting success ahead of her.” On whether Sindhu and Chopra will attract the most brand roles or will newer medalists also get a chance, he added, “All Olympic medal winners from India will gain, some a little more than others. The newer medalists are just starting off, so it's only natural that they will have to prove themselves consistently to see their brand value increase.” Jain also said that Sindhu’s fees and her popularity is likely to double. “Today, she is the undisputed queen of the Indian brand endorsement market (women sportspersons) with more than 10 endorsements and more than 7 million followers on social media. And we expect both the number of brand endorsements and the endorsement fee to increase significantly post her phenomenal success at the Tokyo Olympics, resulting in a significant increase in her brand value.” New-age brands are more likely to onboard the new medalists as their fees is substantially lesser than a seasoned athlete. Mirabai Chanu and Lovlina Borgohain, who recently won Silver and Bronze medals, respectively, in the Tokyo Olympics seem to have caught the attention of many brands. While Mirabai Chanu is currently associated with brands like Adidas and Mobil, her endorsement portfolio is expected to rise post her success at the Olympics. “Not all brands will look for Lovlina and Mirabai given the lesser fan-following for these sports (as compared to say badminton or hockey) – however, those brands that want to epitomize empowerment for women, a burning desire to break into the mainstream from the fringes, or stand up against many adversities may try to build a narrative around personalities like Lovelina / Mirabai. Categories that are looking for evolution through innovation / competing against the conventional might want to weave a story around such personalities – say, solar panels, unconventional energy, electric bikes etc,” said Ghosh. Is the sports ecosystem really changing? With cricket matches being limited this year, brands are banking on Olympic stars to gain consumer attention and stay relevant. However, cricket still gets the bigger piece of the pie. Sahil Chopra is eager to see a sporting ecosystem where all sports get their due, equal recognition. He said, “I would personally love to see the change and this will be good for the ecosystem as well as the audience. The current ecosystem is so cricket-centric at times it isn’t good for the brand recall when you end up seeing the same faces all the time.” Ghosh said that while there is certainly going to be a change in the fortunes of other Indian athletes/sports stars, especially with the surge in enthusiasm over sports other than cricket, and many will see better brand endorsement contracts coming their way – however, a significant difference might take more time. He said, “Not sure whether the sports marketing ecosystem has changed in a radical way – the support / patronage is still lukewarm; the efforts are still guarded. Other sports stars are enjoying higher popularity and getting better visibility but the gap with cricket is still painfully wide.” Jain told us how a marketer evaluates new endorsement opportunities looking at the extent of media coverage given to the sport, the tournament’s share in the national media broadcast, and finally, the degree of relevance a player has for the audience. So, it is important for new medalists to stay in the news. He said, “While the Indian arena has a wide range of sports being followed by the masses, cricket continues to dominate and maintain a strong hold on the endorsement front. Lately, with the advent of professional leagues (on the lines of the IPL) for other sports like kabaddi, football, badminton, etc., brands and advertisers are favorably looking at these non-cricketing opportunities. However, brand endorsements by non-cricketing sporting stars in India are largely driven by individual visibility; this is in comparison to endorsements for cricketing stars that could be “across the board.” Brands typically feature athletes for their grit, patience and determination, and this helps in targeting millennials and Gen Z who are seeking new aspirational figures. With multiple Olympic achievements this year across non-cricketing sports (badminton, hockey, boxing, wrestling and weightlifting), these sports stars will definitely get more attention going ahead.” After a historic performance at the Olympics this year, experts are hopeful that non-cricketing sports stars will also bag more brand deals. <div type="Article" hostid="261" msid="85102342" title="As PV Sindhu takes 20 brands to court for using her name and image without permission, here's how agencies and brands can be careful with moment-marketing in the future" mstype="2" mssubtype="0"></div>

Will the brandverse give equal attention to all medalists of Tokyo Olympics or will PV Sindhu be the biggest gainer?

<ul><li>12 years since its inception, IPL is still a hot favourite for advertisers. </li><li>According to a report, IPL reaches 77% more women than any prime time Hindi General Entertainment Channel (GEC). </li><li>Advertisers overall are expected to spend more than ₹2,000 crore during IPL. </li></ul>It's just a few more days left until the country starts chanting for the Indian Premier League. Advertisements featuring the cricketers with new slogans for each time have already hit television screens across the country. The enormous popularity of the Indian Premier League – the 20-over cricket match with players from across country teams – is evident in the sold out stands seen at stadiums, high television ratings and recurring prime time slots, with nearly half of the audience being women. Yet, the majority of Indian commercials aired during IPL continue to target just men, a reflection of the typical gender stereotyping still common among advertisers. Even a cursory look at the latest numbers on viewership should make Indian brands sit up and evaluate why they need to switch their strategy – and do so urgently. According to a new report by BARC, IPL reaches to 77% more women than any primetime Hindi General Entertainment Channel (GEC). The report added that IPL reaches out to 262 million women in just 51 days as opposed to a top GEC channel which manages to garner 200 million in a year. Overall, women today hold a 47% television audience share during IPLs. It’s been 12 years since IPL launched and it still manages to be a big favourite of advertisers, attracting big spends. An <a href="https://economictimes.indiatimes.com/industry/services/advertising/rs-2000-cr-ad-spends-set-aside-for-ipl/articleshow/67767108.cms">ET</a> report states that for <keyword id="6128971" type="UNKNOWN" weightage="20" keywordseo="ipl-2019">IPL 2019</keyword>, advertisers are expected to spend more than ₹2000 crore, which is a jump from Star India’s last year’s revenue of ₹1,750 crore from IPL ads. From shaving companies to fairness creams for men or ads presented as locker room scenes and even indirect advertising for liquor featuring male actors continue to take centre stage during the primetime spots or even as tickers during matches. While not all top brands that cater to both men and women have stereotyped advertisements during cricket matches to be only for men, the general notion has been to sell a product to men during matches. Brands that hit a six with advertisements in 2018 According to a report on <a href="http://www.adageindia.in/marketing/news/ipl-2018-are-brands-scoring-enough-in-terms-of-creativity-this-season/articleshow/63807101.cms">AdAge India</a>, the brands which made a mark during IPL ads in 2018 were Vivo, Reliance Jio, Colgate, Amul, Coca-Cola, MakeMyTrip, Dream11, Kent, Berger Paints, Asian Paints, Crompton, Blue Star, Voltas, Haier, Luminous, Dollar, Vimal Pan Masala, Ceat Tyres, Pidilite, Vanessa, Sleep Well, Parle Agro, Parle Products, Polycab, Vu TV, AMFI, Dollar, Domino’s, Ford, Elica, Onida, Linkedin, Tata Nexon, among others. Popular phone manufacturer Vivo Electronics Corp <a href="https://www.livemint.com/Opinion/ZBNS9iU91o4k7CN2b8826I/Why-IPL-continues-to-charm-audiences-advertisers.html">paid </a>₹2,199 crore for a five-year sponsorship of IPL, a big big jump from Pepsi’s ₹400 crore 5-year deal. Additionally, IPL has always been a great time to launch new advertising campaigns, and has already seen many success stories in India. One of the most successful ad campaigns that took off during IPL is Vodafone Zoozoo. The Zoozoos took off from the second season of the IPL and also went on to win <a href="https://www.indiatoday.in/latest-headlines/story/vodafones-zoozoo-campaign-wins-award-71192-2010-04-07">awards</a> for successful marketing strategy. Even startups like Swiggy witnessed a <a href="https://www.exchange4media.com/ipl-news/swiggys-ipl-ad-campaign-yields-25growth-in-orders-during-ipl-90467.html">growth</a> of 25% thanks to their advertising during the IPL matches. An <a href="https://economictimes.indiatimes.com/industry/services/advertising/rs-2000-cr-ad-spends-set-aside-for-ipl/articleshow/67767108.cms">ET</a> report states that for IPL 2019, advertisers are expected to spend more than ₹2000 crore, which is a jump from Star India’s last year’s revenue of ₹1,750 crore from IPL ads. Meanwhile, <a href="https://economictimes.indiatimes.com/industry/services/advertising/coca-cola-takes-lead-in-advertising-by-signing-deals-for-ipl-world-cup/articleshow/67968570.cms">Coca Cola </a>has already taken a lead in the advertisement race during IPL with a committed ₹135 crore deal with Star India. So for brands who are making more efforts to be gender neutral, or take on sexist messaging in their approach, IPL venues could be a great starting point. See Also: <a href="https://www.businessinsider.in/india-is-building-the-worlds-largest-cricket-stadium-bigger-than-the-one-in-melbourne/articleshow/67421201.cms">India is building the world’s largest cricket stadium–bigger than the one in Melbourne</a> <a href="https://www.businessinsider.in/4-things-we-learned-from-the-recent-auctions-for-the-epl-and-indian-cricket-broadcasting-rights/articleshow/63911554.cms">Here's what we learned from two recent auctions about the future of sports broadcasting</a>

Brands can no longer ignore Indian women during the country's most popular sporting event

<ul><li>Lately, from Lay’s smile packs to Coca-Cola’s ‘Share a Coke’, the way brands are going about packaging their products has seen a major shift. </li><li>Brands are moving towards personalisation and technology is now making it possible to execute disruptive ideas in the quickest way possible. </li><li>Shashwat Das of <keyword id="7465777" type="UNKNOWN" weightage="20" keywordseo="Almond-Branding">Almond Branding</keyword> walks us through the process of designing packaging for brands in the digital age, the role it plays in building a brand's image, and the trends he foresees shaping up in 2020. </li></ul><div type="Video" msid="73908527" hostid="261" title="Here's what goes behind designing brand packaging" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=73908527"></div>

 For Fast Moving Consumer Goods (FMCG) companies, its packaging is the final point of contact with customers. Having an unforgettable <keyword id="1255903" type="PERSON" weightage="20" keywordseo="Packaging-Design">packaging design</keyword> can therefore help in communicating a disruptive image and stand out in the cluttered, competitive shelves. Packaging is not just a container, buying decisions are influenced by its design and if it cues trendy colours and conveys the brand story well, it has a high probability of being picked up by the consumer right away. Before a brand invests in a national campaign, it needs to strengthen its distribution strategy. If at this step, the packaging is convincing enough for the consumer to stop and notice, everything else falls in place. Lately, from Lay’s smile packs to Coca-Cola’s ‘Share a Coke’, the way brands are going about packaging their products has seen a major shift. Brands are moving towards personalisation and technology is now making it possible to execute disruptive ideas in the quickest way possible. We spoke to Shashwat Das, who owns a brand building and design agency called Almond Branding -- about the process of designing a brand's image, challenges the packaging industry faces and the trends we can expect to see in the industry in 2020. Telling us how important designing is in building a brand, Das said, “They say your brand is something people will talk about after you've left the room. It's all about its perception. And design plays a massive role in creating that perception. Not only creating the image but also nurturing it.” He added, “So if you have created a perception of a luxury brand, you need to keep on bolstering it. Design helps in creating that and packaging design would help in communicating something consistently over time. Consistency is a key thing for brand-building.” Finding back the lost importance There is a lot of effort that is put into building a brand identity, designing its public image, however, packaging and design experts in India still think that it is the most overlooked and underutilised marketing tool. Das, who has spent a decade in the packaging industry and currently works with giants such as Amul, Marico, Parle, ITC, Dabur, Kellogg’s -- still has to confront clients and managers who undermine the process and its importance in a brand journey. He was often told that product matters more than the packaging, as the pack ultimately goes into the dump. Telling us how he deals with this disregard for the art, he shared, “More marketers are understanding the need to invest into packaging but if I tell them that’s there’s a huge investment required, which marketers are aware but for the boardroom guys and directors, it's very difficult for them to understand why such an investment is necessary in packaging in India. So the onus is onto us as packaging design experts to demonstrate to them how packaging actually has helped them on their ROI or how it would lead into larger sales, greater market share, better brand imagery, etc.” Trends in 2020 According to a study by Assocham-EY, the market size of India’s packaging industry is expected to touch $72.6 billion by FY20. While most packaging companies switched from analog to digital in the last decade, Das feels that 2020 is the beginning of a new decade that will be dominated by the digital world and push packaging to its tipping point. The turnaround time will decrease, there will be less print blunders, and more personalisation. These trends will also help start-ups to breed in the ecosystem as packaging would ultimately become less expensive. Just like digital brought Netflix and video-on-demand and replaced buttons with screens, Das said it will now bring printing-on-demand. “Packaging will become more and more intuitive and engaging. What is happening in the digital field, will happen in the world of packaging too. It will customise itself. Therefore, this is going to be a decade for personalisation, be it India, be it anywhere; it's only a matter of time that the technologies percolate in and things become cheaper. More the demand, things will become cheaper and then it will be prevalent everywhere. The entire process is going to be much faster now.” Another trend that technology has brought in is printable electronics. The bar-codes, once scanned, give away more information to the consumer than earlier and can increase engagement. With the availability of more information, consumers have become more aware. This has birthed the need for brands to be more transparent in the contents of their product, which is printed on the packaging. “If a brand is not communicating, if they are not clean and honest, they recede to the background. That's how brands remain relevant. People also want to know whether the brand's packaging is sustainable or not. The expectations are growing. Packaging used to be for storing the product but now, consumers expect it to tell them the right things about the product, it should be fun and delightful, it should excite them, be convenient and they should be able to carry it. And while doing all of this, it should be the least harmful to the environment. The industry has to address all of these concerns in the coming years. If you are not doing that, you are out of the market,” explained Das. Since the beginning, colours like red, yellow and green have been used for packaging food. However, now the consumers have become more accepting of newer ideas. “People were very conservative in India but things are changing. If we would have proposed black in food packaging 10 years ago, clients would panic. It wasn’t a food color. Kellogg's, Coca-Cola, every other brand is red, but now black is classy. Back then, clients would say 'koi aur color dikhao' (show me a different colour). And in today's age, people are accepting more colours. For example, Too Yum! is black and it stands out in the clutter.” While the ways of executing packaging and its designs have changed, disruptive ideas and consistency in communication still remain the key to a brand’s success.

From mass production to customisation, here is how brand packaging has evolved over the years

Lessons brands can learn from the winners of Kantar's Creative Effectiveness Awards

<ul><li>Brands in India are desperate to associate with budding sports stars and ready to jump onto any opportunity that helps them stay relevant.</li><li>However, when it comes to celebrating our athlete’s wins, brands often take the focus away from the champion and make it all about themselves.</li><li>The issue of brands dominating social media moments and making it about themselves isn’t new and the answer is in the question itself -- simply avoid making moments about yourself but a lot of brands don't seem to get it right. </li><li>Advertising folks tell us how to get your moment marketing right without taking away the focus from the trend.</li></ul>It is day 6 of <keyword id="395647" type="SPORT" weightage="20" keywordseo="Tokyo-Olympics">Tokyo Olympics</keyword> 2020 and the Indian contingent has bagged one silver medal in weightlifting so far. A month before the Tokyo Olympics began, from Mia to Omega, brands in India launched an array of campaigns to cheer our champions. Afterall, we have one of the largest contingents this time with 120 athletes from 85 disciplines and brands have followed suit by ensuring that they leave no stone unturned to support their athletes. The once-in-a-four-year summer tournament has attracted sponsorships from across categories. The Indian Olympic Association (IOA) has signed Edelweiss, INOX Group, Nippon Paint, Amul, Raymond, JSW Group, MPL Sports Foundation and Raymond as sponsors. Oakley, Mia by Tanishq, Visa India, Bharat Petroleum Corporation Limited, Puma India and sponsors JSW, Omega, BridgeStone and Rin have launched ads to celebrate the journeys of different athletes. After Mirabai Chanu won a silver medal at the Tokyo Olympics on Saturday, according to her management company IOS Sports &amp; Entertainment, quite a few brands rushed to get her onboard. She created history by becoming the first Indian weightlifter to win the silver medal at the Olympic Games. Chanu also became the first Indian to win an Olympic medal at the 2020 Tokyo Games in the Women's 49 kg category. As per media reports, brands across categories like nutrition, sports brands, personal care, beverage and regional brands wanted to onboard the 26-year-old weightlifter as their brand ambassador for campaigns and long-term digital associations. So far, Chanu has partnered with Adidas and Mobil oil. After another silver feather in her cap, her endorsement fee is also expected to double. Shortly after her win, she was also offered free pizza for life by Domino's and the brand garnered a lot of attention from the press and the internet for this gesture. <div type="twitter" handle="dominos_india" handlename="dominos_india" image="http://pbs.twimg.com/profile_images/1074660192883621888/XRjWNq8A_normal.jpg" favoritecount="544" retweetcount="82" status="@gitartha_k Aapne kaha, aur humne sunn liya 🙏 We never want @mirabai_chanu to wait to eat 🍕 again so we’re treatin… https://t.co/PMvPfCa9NP" createdat="1627135343000" id="1418934590950027269"></div> This reflects how brands in India are desperate to associate with budding sports stars and are ready to jump on any opportunity that helps them stay relevant. However, the situation was a little different on social media. Brands of all kinds and sizes did celebrate her win but the focus was on their products and services and not on Chanu’s feat. A few internet users called out the brands that made Chanu’s win all about themselves. <div type="twitter" handle="hoopdoge" handlename="sluggy⁷ˎˊ˗ ᴮᴱ" image="http://pbs.twimg.com/profile_images/1411314545159643138/LdQljHq3_normal.jpg" favoritecount="1" retweetcount="0" status="In other words, here’s about a bunch of brands made the occasion all about themselves 🤙 https://t.co/1QkRxDpM45" createdat="1627207615000" id="1419237720539295751"></div> <div type="twitter" handle="manishkalghatgi" handlename="Manish Kalghatgi" image="http://pbs.twimg.com/profile_images/1134699965853437952/QChverfJ_normal.jpg" favoritecount="0" retweetcount="0" status="Do any of these capture your imagination? Are the brands inserting themselves into the moment with any impact? https://t.co/Vz7SXEvrq3" createdat="1627207149000" id="1419235766954123272"></div> <div type="twitter" handle="narayananh" handlename="Narayanan Hariharan" image="http://pbs.twimg.com/profile_images/755719421860065281/a6WLbNYx_normal.jpg" favoritecount="8" retweetcount="1" status="Did they really celebrate #MirabaiChanu's victory? Doesn't appear so.It was all about their respective brands. https://t.co/HWzyti1v0D" createdat="1627206944000" id="1419234908057194496"></div> <div type="twitter" handle="aniketchitnawis" handlename="Aniket" image="http://pbs.twimg.com/profile_images/1253988807331901445/Dx-Hh7Yf_normal.jpg" favoritecount="67" retweetcount="11" status="aka they totally made it about themselves https://t.co/w0ZjrBNXCw" createdat="1627204097000" id="1419222966215213061"></div> Comedian Varun Nair also uploaded an Instagram Reel showcasing how some brands leveraged Mirabai Chanu's win with poor moment-marketing skills. His caption read, “It seems that Athlete ka achievement celebrate karna aur khudka dhandha should go hand in hand.” <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Albeit, there were a few brands like Dunzo and Amul, who have mastered the art of moment marketing, that kept champion Chanu’s victory first and gained a lot of appreciation from their consumers. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> When it comes to moment marketing, the most important factor is time. It is crucial for brands to churn out their creative before the trend dies. However, in order to meet deadlines and be a part of a trend, if they somehow forget to include the subject of the trend, they might as well stay mum. When it comes to Indian Premier League, the focus in brand campaigns and social media creatives is on Virat Kohli’s sixers or Mumbai Indian’s win. So, why are we not following the same rules for Tokyo Olympics? Advertising folks shared their thoughts on how to find the right balance between being a part of a social media moment and not making it all about yourself. Here’s what they had to say: <cmsannotation type="cmsannotation" annotationid="Suveer Bajaj, Co-founder of Zoo Media &amp; FoxyMoron:" text="Suveer Bajaj, Co-founder of Zoo Media &amp; FoxyMoron:">Suveer Bajaj, Co-founder of Zoo Media &amp; FoxyMoron:</cmsannotation> It is great to see that brands are recognizing and appreciating sports beyond cricket. However, the focus needs to be on celebrating the athlete and the sport in question, as opposed to exploring yet another window of opportunity for product placement. Integrating a product into generic occasions such as Mother’s Day or Diwali is expected since the objective is to showcase how a particular brand of sweet or confectionery item can further uplift personal celebration. But in the case of special and specific events such as the Olympics, the larger narrative leans towards commemorating a shared national success, bringing the country together. Brands who are looking to capitalize on these fluid moments, are aiming to be a part of a trending conversation in the country. In addition to solidifying their support for the athletes, they want to gain visibility, build relevance with the audience, and create top of mind recall for themselves. It is a mark of upstanding creativity on the part of the brand when they can seamlessly integrate themselves into these conversations. Certain brands like <a href="https://www.instagram.com/p/CRtRwQ9J9iN/" target="_blank">OBL Tiles</a> and <a href="https://www.instagram.com/p/CRt0ADFisa-/" target="_blank">Real Juices</a> have paid homage to Mirabai Chanu in an admirable way, by leveraging moment marketing smartly instead of simply looking at ways to superimpose the product in the post. Collectively, brands and creative agencies need to focus on celebrating the spirit of India and what it means for us as a country as opposed to the brand. When the association is slightly more refined and thoughtful, it will resonate with the audience and build engagement. In India, cricket is a religion. Thus automatically, the awareness about the sport, and its subsequent reach and engagement is very high. When brands associate themselves with Cricket and its players, they are hoping to piggy-back not only on the credibility of the players but also on the prestige that the sport enjoys in our country. While other sports such as weightlifting, badminton, archery are gaining momentum and popularity, it is still a far cry from Cricket. Thus, if brands want to adopt this narrative, they will have to create heroes in order to do so. For Olympic sports, the objective then transforms to uplifting the athletes and the sport. <cmsannotation type="cmsannotation" annotationid="Dentsu Webchutney's P.G Aditya, Pragya Sarin, Stuti Sudha, Benedict Gershom and Kushal Lalvani:" text="Dentsu Webchutney's P.G Aditya, Pragya Sarin, Stuti Sudha, Benedict Gershom and Kushal Lalvani:">Dentsu Webchutney's P.G Aditya, Pragya Sarin, Stuti Sudha, Benedict Gershom and Kushal Lalvani:</cmsannotation> The issue of ‘brands making moments about themselves’ isn’t new. In fact, when done tastefully and consistently, it’s even become part of culture (looking at you, Amul!). But it’s not scaled well on the internet. In the early 2010s, commenting on real-time events was novel, so even doing the bare minimum felt enough as long as you were capturing the moment. But latching onto trends, just to catch that inevitable spike in engagement, is still one of the most common false positives which brands that don’t have social/digital as a focus area tend to fall for. So, how do you not make it about yourself? By not making it about yourself. Simple. When you don’t use the athlete to talk about your brand, and instead, use the power and reach of your brand to hype the athlete/sport, the creative opportunities are endless: maybe change your DP to the athlete’s for a day, slide into their DM and congratulate them personally, or even more, remove the ‘end’ from the ‘trend’ and help sustain the conversation by supporting the sport altogether. One brand that’s led by example for this is OYO (their print ad that syncs your calendar to the games is only the latest in a series of campaigns where they’ve prioritized being a fan, before being a brand). But if you’re thinking “I’m not a sports brand. What legitimate value does endorsing/supporting a sport or an athlete add to my brand?”, there’s nothing criminal about that line of thinking too. Just don’t do the bare minimum creatively and congratulate yourself over false positives. <cmsannotation type="cmsannotation" annotationid="Rajeesh Rajagopalan, National Business Head- Grapes Digital:" text="Rajeesh Rajagopalan, National Business Head- Grapes Digital:">Rajeesh Rajagopalan, National Business Head- Grapes Digital: </cmsannotation> Some of the ads are interesting, and some seem to be riding the wave. When brands do moment marketing, the intent is to celebrate these athletes. Some of the brands get this right, but some got lost in the crowd. The key to any moment marketing campaign, be it sports or some other topic- is weaving a story with the brand values and not being in your face or doing a sales push. The brand that has been acting moment marketing is Amul, way before social media even existed. When we talk about an IPL team or a player from the cricket team acknowledged, we get to know a lot about the player, their personalities, their image, which becomes easier to draw a reference from their personality and weave it into a moment marketing post. Imagine doing that with an athlete about whom brands know nothing? The struggle in front of brands remains in what form the personality must represent in their brand value. So, most brands end up doing generic posts, which merely look like it is all about them and not about the athlete. I think brands need to do a lot more homework when they congratulate an athlete. Otherwise, a simple congratulations post would look better. <cmsannotation type="cmsannotation" annotationid="Akshara Vasavda, Creative Lead, Schbang:" text="Akshara Vasavda, Creative Lead, Schbang:">Akshara Vasavda, Creative Lead, Schbang:</cmsannotation> This is the lowest hanging fruit and a pick your battles situation. Brands do topicals for every single thing, and Olympics as a whole are considered moment marketing - whatever happens within Olympics, especially with Indian players, becomes a moment to capitalise. ‘Capitalise’ is the operating word. Very few brands actually manage to come up with something creative, seamless, and impactful enough to actually mean something when it comes to ‘topicals’. Just scroll past it, unless you see something that strikes you visually or creatively. As far as I know, IPL is treated the same way, except there’s way more audience awareness so there’s more opportunity to do layered communication and bank on the audience to ‘get it’. That’s just my personal understanding! <div type="Article" hostid="261" msid="84678943" title="With rising COVID-19 cases associated with the Olympic Games, will brands get the most bang for their buck?" mstype="2" mssubtype="0"></div>

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