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<ul><li><keyword id="644257" type="General" weightage="20" keywordseo="manish-vyas" source="Orion">Manish Vyas</keyword>, Business Head of <keyword id="12286853" type="General" weightage="20" keywordseo="Yardley-india" source="Orion">Yardley India</keyword> speaks to us about the launch of the brand's new campaign and idea behind onboarding <keyword id="210696" type="General" weightage="20" keywordseo="kriti-sanon" source="Orion">Kriti Sanon</keyword> as its brand ambassador.</li><li>He also gives us an overview of the brand’s journey and future plans.</li></ul>Yardley is one of the world’s oldest living brands in the personal care category. It was founded in 1770 in the UK and India is one of the most important countries for the brand. On a larger level, India is not just a growing market for deodorant brands from a consumption point-of-view but also a leading exporter of raw materials for fine fragrances. According to the Ministry<a href="https://msme.gov.in/fragrance-flavour-industry-india"> of MSME,</a> the global fragrance and flavour industry is worth $24.10 billion and India contributes approximately $500 million to the total pie. The use of deodorants and fragrances in India have been seeing a steady rise in the last few years. The growth rate in India has been ~11% in the last few years but is projected to grow exponentially in the upcoming years due to rising personal care, brand awareness, increasing disposable income, growing demand among Tier II and III demographics and affordable prices of fragrances. To cast a wider net in the country, Yardley recently announced the launch of their new campaign ‘Nature Like Freshness,’ with Kriti Sanon as the new face of the brand. We speak to Manish Vyas, Business Head of Yardley India about the launch of the brand's new campaign, thought behind onboarding Kriti Sanon as its brand ambassador and larger goals ahead. Q. Can you tell us how Yardley's journey has been in India? Yardley is a very revered English brand with a legacy of 250 years and known for its craftsmanship in fine fragrances across the globe. Yardley in India, through its wide array of offerings across personal care and fragrances comprising deodorants, daily wear perfumes, compact perfumes, eau de toilette and eau de parfum, has been admired and is amongst the top 3 players in the female fragrance category. In the last three years, in spite of difficult market conditions, the brand has witnessed strong and steady growth. Q. You recently roped in Kriti Sanon as your brand ambassador. What inspired you to onboard her? The brand stands for modern, confident and independent women who always want to ‘step up’ in life. Kriti is a talented actress who has made a place for herself in Bollywood and has done a mix of glamorous and meaningful movies. We felt that she therefore fits the bill and her appeal will help take the brand message to millions of her followers. Q. What is your objective behind the relaunch and getting Kriti as your brand's face? How do you want to position yourself in the market now with a new brand ambassador and new outlook? Yardley fragrances have always been inspired by nature and its fragrance is derived from exotic flowers from the gardens of England. In the relaunch, we want to highlight the unique benefit of nature’s freshness. Nature like Freshness is about offering consumers unique exotic floral fragrances that will uplift their mood and transport them into the lap of nature. We have reworked all our deodorant sprays, and they are now made of 90% naturally derived ingredients that ensure it delivers on its proposition. The association with Kriti will help us take this new brand appeal to many new young consumers. Q. How would you say Yardley's marketing strategy has evolved over the years? Yardley already has a strong latent brand equity in India. The brand has been used through its traditional offerings across generations. The attempt in the last few years is to extend the appeal to young consumers and appeal to them through contemporary product offerings. Amongst various steps in the direction we have launched many new formats like compact perfumes, daily wear perfumes, shower gels etc. Our “step up with Yardley” campaign in the last few years has helped us in this agenda. In the new campaign, we are focusing on the natural offering of the brand basis the fact that in most of its categories, the products are over 90% naturally derived. We have used celebrities like Katrina Kaif in the past – and we are glad to have Kriti Sanon as the latest face of the brand. Q. What would be your larger marketing strategy as you move forward? Moving forward, marketing efforts would be towards recruiting young users for Yardley across categories by having product offering and communication that is relevant and unique Q. What would be some of your focus areas for H2 2021? With a large part of urban India vaccinated and with out-of-home mobility overall coming back to pre-covid levels in most parts of the country, we expect the demand to bounce back for the discretionary categories. We plan to focus on riding with these tailwinds and grow our shares with our new fragrance portfolio. We believe that the campaign with Kriti will help us do that and will also help overall brand run rates. Q. What are your expectations from the festive season this time? How are you planning on leveraging the uptick in consumer sentiment this year? With the tough part of pandemic behind us, we expect consumers to indulge in revenge shopping. We are already seeing the uptick in the pent-up demand being converted into business. We expect the same to continue for the next two quarters. The category will overall see an increase in spends by all players and this will further help the category grow much faster. We believe that with the appeal of our new portfolio will help us get new users for the brand Q. Considering the relaunch, how have you increased your marketing spends? Even during the pandemic we have been investing in marketing with specific needs in regional markets. Now we plan to increase our spends and bring back investments across the country. Q. What is your larger vision for the brand? We intend to be the leader in women’s fragrance category with offerings across price points and formats. We are planning to enter some sub-segments which are significant and growing.

With Kriti Sanon as its new brand ambassador, Yardley India aims to grow its market share in women’s fragrance category and be its leader

<ul><li><keyword id="66976" type="General" weightage="100" keywordseo="yardley" source="Orion">Yardley</keyword> has roped in Bollywood actor <keyword id="210696" type="General" weightage="80" keywordseo="kriti-sanon" source="Orion">Kriti Sanon</keyword> as its brand ambassador.</li><li>Its latest campaign is conceptualised by <keyword id="615165" type="General" weightage="20" keywordseo="contract-advertising" source="Orion">Contract Advertising</keyword>. </li></ul>Yardley has roped in Bollywood actor Kriti Sanon as its brand ambassador for its new campaign conceptualised by Contract Advertising, a part of the <keyword id="12286854" type="General" weightage="20" keywordseo="Wunderman-Thompson-Group" source="Orion">Wunderman Thompson Group</keyword> and member of the WPP network. Featuring in the television commercial (TVC) about the concept of nature like freshness, Kriti is seen as a confident and independent young woman, stepping up to take on the world. The TVC has launched across multiple channels across regions, including digital. An extensive print campaign has been planned along with prominent presence across general trade, modern trade and ecommerce sites generating 360-degree visibility for the new campaign. Yardley, with 250 years of legacy in fine fragrances, has continually evolved to remain true and relevant across generations. It believes in inspiring women to showcase their true potential and step up to the best version of themselves. <div type="Youtube" id="BMQWTKkxZB4" title="Yardley's nature like freshness" thumbUrl="https://i.ytimg.com/vi/BMQWTKkxZB4/mqdefault.jpg"></div> Recognized today as a self-assured young star, Kriti Sanon is a woman with a powerful voice, striving to create a difference. Speaking on her association with the brand, Kriti Sanon, says, “Nature has its own way to light you up. Imagine if this feeling lingers all day long! That’s how soothing and refreshing Yardley is. I am really excited to jump into the floral world of Yardley London.” Manish Vyas, Business Head of <keyword id="12286853" type="General" weightage="20" keywordseo="yardley-india" source="Orion">Yardley India</keyword>, reveals the strategic approach behind this new campaign, “The brand takes pride in using the finest natural ingredients and exotic flowers from gardens of England across its portfolio. Keeping this in mind, we came up with the campaign thought of ‘nature like freshness’, highlighting what goes into Yardley fragrances that makes them distinct and desirable. As a part of relaunch, Yardley deodorants are now made of 90% naturally derived* ingredients and we are introducing 2 new fusion variants – Scottish Meadows and Spring Blossom. To bring this campaign alive, we partnered with Kriti Sanon, who epitomizes authenticity and is a true inspiration for the woman of today.” Ayan Chakraborty, General Manager, Contract Mumbai, shares the inspiration behind the commercial, “There is something magical about fresh flowers and their smell. They have a transformative effect on both mood &amp; confidence. This is what we played up in the narrative since Yardley deodorants have natural floral fragrance that makes you feel fresh and confident.” Rahul Ghosh, Executive Creative Director, Contract Mumbai, explains the approach and the creative thinking behind the ad, "Yardley is a legacy brand and its legacy is fragrance and flowers, and the positioning of Yardley in India is about creating step-up moments for its target audience. The story beautifully brings together how the fragrance of Yardley transforms and creates the world of flowers and creates a step-up moment for our protagonist." Campaign credits: Client: Manish Vyas: Business Head, Yardley India Agency: Raji Ramaswamy: CEO Rohit Srivastava: CSO Sagar Mahabaleshwarkar: CCO Ayan Chakraborty: EVP &amp; GM, Mumbai Rahul Ghosh: ECD &amp; SVP, Mumbai Monami Karmakar: VP, Planning Sagar Chhabria: Senior Creative Director Sabina Singh: SVP, Account Management Sharanmoyee Sen: Account Director Daxsh Kaicker: Senior Account Executive Director: Sohini Dasgupta, Big Momma Productions

Yardley launches a new campaign with brand ambassador Kriti Sanon

<keyword id="187229" type="CITY" weightage="60" keywordseo="the-New-York-Times">The New York Times</keyword> has claimed that Chinese hackers have "persistently" attacked its computers over the past four months following the an investigation into Premier Wen Jiabao's family's fortune.
The newspaper claimed that hackers had stolen reporters' passwords and hunted for files on the investigation, published last October, which claimed that <a href="http://www.telegraph.co.uk/news/worldnews/asia/china/9639674/Chinese-leader-Wen-Jiabaos-family-deny-2.7bn-fortune.html">Mr Wen's family had accumulated at least $2.7 billion in "hidden riches"</a> .
<keyword id="1334" type="COUNTRY" weightage="60" keywordseo="China">China</keyword> said the accusations of <keyword id="6357115" type="UNKNOWN" weightage="60" keywordseo="hacking">hacking</keyword> were "groundless". At the time of the report, China claimed it was false, that it had smeared the country's name and had ulterior motives.
The report, which was posted online on Oct 25, embarrassed the Communist Party leadership, coming ahead of a fraught transition to new leaders and exposing deep-seated favouritism at a time when many Chinese are upset about a wealth gap.
"For the last four months, Chinese hackers have persistently attacked The New York Times, infiltrating its computer systems and getting passwords for its reporters and other employees," the newspaper said on Thursday.
"Security experts hired by The Times to detect and block the computer attacks gathered digital evidence that Chinese hackers, using methods that some consultants have associated with the Chinese <keyword id="6359526" type="COMPANY" weightage="60" keywordseo="Military">military</keyword> in the past, breached The Times's network."
The hackers broke into the email accounts of Shanghai bureau chief, David Barboza, who wrote the story on Mr Wen's family, and Jim Yardley, the paper's South Asia bureau chief in India who was previously the Beijing bureau chief, it added.
"Computer security experts found no evidence that sensitive emails or files from the reporting of our articles about the Wen family were accessed, downloaded or copied," said Jill Abramson, the paper's executive editor.
Security experts found evidence that the hackers stole the corporate passwords for every New York Times employee and used those to gain access to the personal computers of 53 employees, most of them outside The New York Times's newsroom, the paper said.
"Experts found no evidence that the intruders used the passwords to seek information that was not related to the reporting on the Wen family."
Computer security experts at Mandiant, the company hired by the newspaper, said the hackers tried to "cloak" the source of their attacks "by first penetrating computers at United States universities and routing the attacks through them".
"This matches the subterfuge used in many other attacks that Mandiant has tracked to China."
The Chinese government has repeatedly said it opposes hacking and that China too suffers frequently from these kinds of attacks.

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With Kriti Sanon as its new brand ambassador, Yardley India aims to grow its market share in women’s fragrance category and be its leader

Karuna Sharma

Yardley launches a new campaign with brand ambassador Kriti Sanon

BI India Partner

Chinese Hackers Have Targeted The New York Times Over Wen Jiabao Investigation

The Telegraph

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