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<keyword id="3257341" type="UNKNOWN" weightage="100" keywordseo="koovs-plc">Koovs PLC</keyword>, which is the parent company of Indian lifestyle e-commerce venture Koovs, has made a new appointment in its top management. Former Quasar CEo <keyword id="3252383" type="UNKNOWN" weightage="100" keywordseo="Gaurav-Nabh">Gaurav Nabh</keyword> will be working as the Marketing Director of the company. 
 
Nabh will be working out of the company's Gurgaon headquarters. As the Marketing Director, he would lead the marketing division, including brand communication and content, digital marketing and consumer engagement programmes. 
 "I am delighted to have Gaurav join Koovs. He brings invaluable experience in digital and mobile marketing, especially his early experience in launching Virgin Mobile and Telenor in India and deep understanding of the Indian consumer," said Mary Turner, CEO of <keyword id="3257343" type="UNKNOWN" weightage="100" keywordseo="Koovs-group">Koovs Group</keyword>. 
 
Nabh comes with over 14 years of experience in marketing through the digital and mobile medium as a brand marketer and agency partner. In the past, he has been a part of the core team responsible for launching Virgin Mobile and Telenor in India, and has worked with several international brands like Proctor &amp; Gamble, Nestle, Colgate and Domino's Pizza on their digital launches in the market. Along with this, he also has over eight years of experience in mobile marketing. 
 
<a href="http://images.kooves.com/uploads/banners/Koovs-logo-first-for-fashion-online.jpg">Image source</a>

Former Quasar CEO Gaurav Nabh to be the marketing director of Koovs

<ul><li>Direct-to-consumer personal care brand Mamaearth, earlier this year, announced <keyword id="823990" type="PERSON" weightage="20" keywordseo="Sara-Ali-Khan">Sara Ali Khan</keyword> as Brand Ambassador for their haircare range.</li><li>It has now launched its first TVC with Sara Ali Khan. </li></ul>Mamaearth, the fast-growing toxin-free personal care brand, released its first national television commercial featuring Sara Ali Khan and <keyword id="7653" type="PERSON" weightage="20" keywordseo="Amrita-Singh">Amrita Singh</keyword>. The commercial highlights the benefit of Onion in reducing hair fall and presents <keyword id="11418143" type="UNKNOWN" weightage="20" keywordseo="mamaearth-onion-shampoo">Mamaearth Onion shampoo</keyword> as a contemporary solution to the traditional DIY remedies. Sara was recently announced as the Brand Ambassador for the Mamaearth haircare range. The millennial icon will feature alongside her mother and share screen space for the first time. Amrita Singh will be seen in a television commercial after a gap of 35 years in the Mamaearth commercial. Conceptualized by <keyword id="2843136" type="COMPANY" weightage="20" keywordseo="Korra">Korra</keyword>, the commercial is set on the premise of Sara and Amrita Singh’s daily life banter on the former's life choices and a mother's concern about it. The film starts with Sara Ali Khan and her friend in a conversation, when Amrita Singh intrudes to mock Sara’s unhealthy choices like snacking on junk food and opting for synthetic fabric. It continues into Sara’s friends seeking her advice for hair fall control, when the mother dismisses that too assuming it is chemical-based solution. But when she takes a closer look at the Mamaearth Onion Shampoo, she is pleasantly surprised learning that it is toxin free and made using natural ingredients, the ideal choice for hair fall control. The mother instantly approves <div type="Youtube" id="XYZBe-wwi6s" title="New &amp; Improved Mamaearth Onion Shampoo | Reduce Hair Fall Naturally" thumbUrl="https://i.ytimg.com/vi/XYZBe-wwi6s/mqdefault.jpg"></div> Mamaearth Onion Shampoo is the confluence of modern technology and traditional wisdom. The film reiterates that the New and Improved Mamaearth Onion Shampoo helps control hair fall and makes the hair 8 times smoother. This film will bring to life the camaraderie of Amrita Singh &amp; Sara Ali Khan and will remind the consumers of how they too live under the invisible yet omnipresent radar of our mothers, who only mean well. Talking about the upcoming TVC and her association, an ecstatic Sara Ali Khan said, "Being an actor, you get a chance to work with some of the finest artists of the world, but nothing comes close to working with your mother. The thought of sharing the screen with her, who was also my first acting teacher, is something I will cherish forever. My mother always used onion extract on my hair, and hence we chose to come together for this television commercial. I love the chemistry between Amma and me, and I hope it resonates with the audience too. Mamaearth is doing an incredible job of integrating technology with traditions, and that's what sets the brand apart." Amrita Singh, the leading lady of her era, appeared in a brand commercial after a break of 35 years. The primary reason for choosing to appear in the commercial was the brand's purpose and products. "On a personal note, Sara always seeks my advice on personal care as I have been extremely particular about setting regimes for her hair and skin. But when she told me the reason, she decided to work with Mamaearth is that they make modern alternatives to DIY recipes. When I was offered to work with Sara in the television commercial, I just had to agree as the premise of the television commercial is literally a scene out of Sara’s childhood when I used to insist on using onion extract on her hair to reduce hair fall. What makes this commercial even more special is working with Sara for the first time. I really like Mamaearth’s approach towards their product line and their efforts to make a larger impact on society. I hope they are successful in their endeavors. " Says, Amrita Singh. Talking about the latest development and the recent meteoric rise in the brand's foothold, Ghazal Alagh, Co-founder and Chief Innovation Officer, Mamaearth, said, "We incepted Mamaearth with the vision of enhancing the quality of lives of our consumers with our products along with serving a bigger purpose. Our journey from being a niche baby care brand to becoming a mainstream personal care name is a testimony that safe and effective quality body care products were long-awaited. At Mamaearth, we have strived to set the benchmark higher with every product and partnership. We firmly believe that Sara and Amrita coming together to endorse our hair care products shows the credibility we generated as a brand. Sara is a youth icon, and this association would only strengthen our cause." Commenting on this, Gaurav Nabh, CEO at Korra, said: "Mothers always know the best and would recommend things that are time tested and often rooted in traditions. Our latest work on Mamaearth Onion Shampoo helps build on this insight through an endearing story told by Sara Ali Khan and Amrita Singh, a story shared by every mother and daughter in every home of India. With this campaign, we continue to showcase Mamaearth's promise of bringing to life age-old and proven natural solutions passed on from generations yet delivered in a modern avatar. Looking forward to more great work together and helping Mamaearth build a deeper connection with the consumers." Deepak Kumar, Chief Creative Officer at Korra added "As a brand Mamaearth is loved by its consumers for bringing simple and natural kitchen recipes in modern form. Solutions and secrets that have been used by generations in our families and passed on. And when nothing works, we always look up to our mother for that solution. Our association with Sara Ali Khan brings that alive seamlessly. She is the perfect personification of a modern-day aware consumer who values her mother’s advice. And with the beautiful Amrita Singh in the same frame, it helped us create a beautiful yet bubbly story that is true to the relationship shared between this famous mother-daughter couple. The new Onion shampoo campaign’s storytelling is organic, relevant and we hope it resonates with the consumer." The TVC conceptualized by Korra Worldwide is a 25-second film and will be followed by a shorter edit of 10 seconds, highlighting the product facet. Mamaearth is a purpose-driven brand for millennials who believe in choosing goodness for themselves and the environment. Mamaearth believes that goodness starts with the small choices each of us make every day! The brand continues to live up to its belief by using only the best of nature and no toxins or harmful chemicals in their products. They are also animal cruelty-free, plastic positive, and have launched the Plant Goodness promise last year. As part of this, the brand links every order made on their website to a tree they plant and is set to plant 10 lakh+ trees in 5 years.

Mamaearth brings Sara Ali Khan and Amrita Singh together on-screen for the first time

A recently launched multi-channel marketing campaign seems to have struck the right chord with the Indian middle class so much so that it has <a href="http://www.businessinsider.in/searchresult.cms?query=koovs">Gurgaon-based</a><a href="http://www.businessinsider.in/searchresult.cms?query=koovs"> online fashion store KOOVS’</a> sales jump up to 210 per cent. 
 
The aspirational advertising campaign called <a href="https://www.youtube.com/watch?v=PmUvDBcswI4">‘STEP INTO </a><a href="https://www.youtube.com/watch?v=PmUvDBcswI4">KOOVS</a>’ which was launched between Nov 23 and December 31 last year led to a three-fold jump in sales, driven by brand awareness. The online retailer recorded sales of Rs 29.5 crore during the 14 weeks ending 3 January 2016 as opposed to Rs 9.5 crore during the same period last year. 
 
While this first phase of brand-focused, multi-channel marketing campaign increased brand awareness from 1% to 8%, it registered 98% increase in website visits and 75% increase in conversion rates year on year. If that was not enough, the weekly traffic exceeded one million visits per week for the first time; a 40% increase from the start of the marketing campaign, the company announced. It also said it is in the final stages of closing another staged round of fund-raising to the tune of £4 million. 
 
At a time when this online retailer has seen one of its best performances in its bid to become the top choice for the <a href="http://www.businessinsider.in/searchresult.cms?query=fashion">fashion conscious youth</a> of India, we got talking to the man who drove the company to this success. Here’s what Mr Gaurav Nabh, Marketing Director at <keyword id="276938" type="COMPANY" weightage="20" keywordseo="Koovs">KOOVS</keyword>, had to say on the success: 
 
What went behind the decision for coming up with this brand marketing campaign? 
 
Over the last 2 years, KOOVS has been focused on building the right product and experience for the style and fashion conscious youth of India. We have successfully established a loyal and discerning audience, setting the tone for a larger marketing initiative aimed at reaching to a wider audience. 
 
The aim of the campaign was to establish KOOVS as an undisputed authority on affordable western fashion. The idea is to inspire young people to explore, to be creative and enjoy fashion every day 
 
What was it about the new brand marketing campaign that worked in KOOVS’ favour? 
 
The brand campaign featuring an innovative video with targeted supporting media made a very strong start owing to two key things: The content was disruptive and not regular and helped KOOVS to stand out in a crowded market. This in turn helped in creating considerable conversations and buzz. It was specific and targeted to the right audience 
 
What are your future marketing plans for KOOVS? Are you going to play on this or there are other ways you are looking at? 
 
The targeted brand campaign is a first in a series of engagement. We will continue to be relevant to the youth audience in the country and create content that is engaging and innovative to help us stand out of the clutter. This will be supported by a continuation of digital marketing including i-video and social media. 
 
What is your learning from the KOOVS’ evolving journey so far? 
 
No assumptions or hypothesis work in the context of youth in India. Our learning has been to constantly evolve and innovative with formats, mediums and touchpoint to not just build reach but to engage and start conversations.

How an ad campaign with ‘disruptive content for specific audience’ led to one of KOOVS’ biggest success
so far!

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Former Quasar CEO Gaurav Nabh to be the marketing director of Koovs

BI India Bureau

Mamaearth brings Sara Ali Khan and Amrita Singh together on-screen for the first time

BI India Partner

How an ad campaign with ‘disruptive content for specific audience’ led to one of KOOVS’ biggest success so far!

Anushree Singh

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