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<ul><li><keyword id="1932100" type="General" weightage="100" keywordseo="bewakoof" source="Orion">Bewakoof</keyword> launches a new advertisement with <keyword id="11898289" type="General" weightage="20" keywordseo="sidharth-malhotra" source="Orion">Sidharth Malhotra</keyword> and <keyword id="3229143" type="General" weightage="20" keywordseo="fatima-sana-shaikh" source="Orion">Fatima Sana Shaikh</keyword> to promote the brand across its digital platforms. </li><li>It encourages the audience to be fearless. </li></ul>Bewakoof has signed Sidharth Malhotra and Fatima Sana Shaikh to promote the brand across its digital platforms. The Cool Student of the Year Sidharth and Dangal star Fatima will be seen in the Bewakoof collection in a digital campaign that has gone live today. The theme of the campaign is Never Change. The Campaign will feature 2 brand films where Sidharth’s <keyword id="896292" type="General" weightage="20" keywordseo="shershah" source="Orion">Shershah</keyword> Co-actor Sahil Vaid will also be seen. The ad films will reveal the ‘always fun side’ of the 3 actors who are seen cracking jokes on each other and showing their mischievous side. Bewakoof is introducing their new tagline, ‘Ho Bewakoof toh stay Bewakoof -- Never Change’. The idea stems from the Bewakoof’s brand persona, which stands for expressing yourself freely without any inhibitions. Bewakoof is synonymous with not giving into pressures and standing for hatke and being fearless. <div type="Youtube" id="t8ajfC8kOH4" title="Stay Bewakoof with Sidharth Malhotra and Fatima Sana Shaikh" thumbUrl="https://i.ytimg.com/vi/t8ajfC8kOH4/mqdefault.jpg"></div> Sidharth and Fatima imbibe this vibe as even after seeing highs and the lows of their profession, they followed their belief system and have won a billion hearts with their sheer hard work and never change, don’t give up attitude. Prabhkiran Singh, Founder CEO, Bewakoof, says, “We are the market leaders in the fashion industry and have built our business without any godfathers. When we thought of rolling out our new campaign centered around Never Change, Sid and Fatima were our obvious choice because, as a brand, we identify with them. In our early days, we were ridiculed for our brand name, business model but we didn't change nor did we give up. As a brand, we see these disruptive qualities in both Sid and Fatima.” Sidharth Malhotra, who is fresh from Shershah success, is known for his layered acting which translates into a strong storytelling. His dedication to his craft has led him to make a name for himself in the Hindi film industry. Sidharth represents the aspirations of the youth with a clear message that if you believe in something, follow your approach with grit and rigour, you will emerge a winner. On his association with Bewakoof, he says, “Bewakoof has uber cool clothes which you can easily add to your wardrobe. It was a fun collaboration &amp; friendly masti vibe wearing their quirky outfits." Fatima, who started her career with cameos, won well deserved accolades for her work in Dangal. She has been unstoppable since then. Her work in multi-starrers like Ludo, Suraj pe Mangal Bhari and Ajeeb Dastans, prove that she can stand her own ground even among some of the most successful actors just like Bewakoof stands tall among other D2C brands in India. Commenting on her engagement with Bewakoof, Fatima says, “Bewakoof’s journey has been similar to mine. This got me interested in associating with the brand as I could identify with the expressions, language and styling they promote. The comfort level with the brand and the products that I tried won me over.”

Bewakoof's ad latest with Sidharth Malhotra and Fatima Sana Shaikh encourages the audience to express freely

<ul><li>The <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword> has always been important to brands, especially to e-commerce players who line up big bumper discounts, look for more retail brands to partner and ramp up their product offerings.</li><li>This festive season, e-commerce platforms are focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration.</li><li>More and more e-commerce platforms are also exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once.</li><li>With increasing internet penetration, e-commerce players are expecting new growth from Tier II, III and beyond this festive, which will cumulatively contribute to $150 billion of e-commerce as per RedSeer Consulting’s report.</li><li>We speak to India’s leading e-commerce players to find out more about their festive plans and revival expectations.</li></ul>The year 2020 accelerated e-commerce industry, perhaps by a decade, revolutionising the way brands operate, run, and grow their businesses, as well as how consumers choose to shop and pay. In the initial months of the lockdown, businesses witnessed a clear shift in consumer behaviour. Historically offline shoppers also came online due to convenience and safety. Consumers are still hesitant to return to in-store shopping completely and audiences from Tier II and Tier III are also preferring to shop online. The pandemic has evidently caused an inflection point for e-commerce in the country. With the second-largest internet user base, India has emerged as one of the most prominent markets globally. Around 480 million people in India have access to the internet out of which 90 million are online shoppers, according to estimates from management consultancy RedSeer. Shoppers from India’s small towns and cities will cumulatively contribute to $150 billion of e-commerce GMV in the coming decade, until 2030, revealed RedSeer. <div type="image" title="redseer - ecomm report" msid="85901903" hostid="261"></div> After spending a glum year and a half, consumers are excited to celebrate the festive season with upcoming shopping sales for Diwali, Dussehra and Christmas. IPL and ICC T-20 World Cup will further improve consumer sentiment this year. According to a survey conducted by The Trade Desk and YouGov, 82% of consumers shopped online at least once a month in the past six months, and nearly one in four made online purchases several times a week or more often. Titled ‘<a href="https://pages.thetradedesk.com/rs/527-INM-364/images/TheFestiveSeasonPulse2021.pdf">The Festive Season Pulse 2021</a>,’ it further said that 91% of Indian consumers are planning a purchase during the upcoming festive season and six in 10 are interested in learning about new brands during festive season sales. To leverage this uptick in consumer sentiment, the e-commerce category is all set to begin its festive marketing blitz and is preparing to line up big discounts for the season in a few weeks. For this 30-day period leading up to the festive season, leading fashion e-commerce platform <keyword id="319719" type="General" weightage="20" keywordseo="myntra" source="Orion">Myntra</keyword> has planned ‘Big Fashion Festival,’ which will be followed up with Myntra Diwali Sale, with a focus on ethnic wear. It will also be focusing on emerging categories like Beauty and Personal care, kidswear and categories such as innerwear and essentials which have experienced tailwinds post-Covid. Myntra’s Chief Business Officer, Ayyappan Rajagopal said, “We are expecting this festive season to be bigger than last year with more customers using online channels to make their purchases. Demand usually peaks in the 30 days leading to Diwali and we expect this year to be no different. In fact, the demand in the 2 months leading to the festive season is expected to be far more than last time (because people have learnt with time to adapt to a pandemic world). We expect high demand from across geographies and markets - metros, Tier 1, Tier 2, T3 cities and beyond. To cater to that, we have built the right ethnic wear, beauty, and home selection, and have partnered with brands on best deals. Hence, to leverage this demand and provide best value to our customers, we are organizing Big Fashion Festival and Myntra Diwali Sale to make this season a resounding success.” Right on the heels of the festive season, Myntra ramped up its marketing game by onboarding Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest brand ambassadors, alongside the existing celebrity ambassadors Kiara Advani, and Samantha Akkineni. Now, it is hoping to double its customer base and cater to Gen-Z shoppers with its high-decibel marketing. “With the optimism coming from recovery from Covid and revival in shopping sentiments along with the habitualisation of digital foray across all customer segments, we see a lot of new customers shopping during this festive season. We have also seen trends in Metro/T1 markets where Myntra has been traditionally strong, pointing towards such a revival. With a positive overall sentiment, we will be looking at doubling our customer base during this period. There will also be an added focus towards expanding our footprint in southern markets, deeper penetration into Tier 2 / 3 towns and exploring customer addition through emerging categories like Kids wear, Inner wear, fashion accessories, Beauty and persona care, etc. The greatest focus will be on Gen-Z cohort of shoppers,” shared Rajagopal. E-commerce platforms are also focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration. More and more e-retailers are exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once. D2C fashion platform Bewakoof.com that recently raised Rs 60 crore in an investment round led by InvestCorp, IvyCap and Spring Marketing Capital, is expecting to Rs 120 crore in brand sales this quarter. It recently rolled out celebrity-led digital campaigns with Rajkummar Rao, Sanya Malhotra and Farhan Akhtar. It plans to further build its market presence by signing more A-list celebrities to its roster and launch a 360-degree campaign by October. On the technology side, the company intends to launch a gamification-led loyalty program as it upgrades its Bewakoof Tribe with new and exclusive launches for the club members. Sharing the platform’s festive plans further, Prabhkiran Singh, Founder CEO, Bewakoof.com said, “Post pandemic, we saw a strong recovery and growth in certain categories like casual wear and leisurewear because of customers staying at home and with the pandemic slowing down, we expect a strong recovery in categories like ethnic wear, bags, accessories, etc in the festive season ahead. We’re also looking to capitalise on winter wear more this year than usual with winter around the corner and have put in investments accordingly. We expect our brand sales to be Rs 120 crore for the festive quarter.” For Bewakoof, the northern and western markets see the highest demand, followed by West Bengal and Assam because of Durga Puja. Currently, over 6 million customers visit Bewakoof.com every month. Singh told us that the festive season serves as a crucial window in the year for new customer acquisition and bringing back customers that haven’t shopped again for a while. The platform is also planning on increasing its marketing spends this festive. “For this year, 15% of our total marketing budget will be spent for the upcoming festive season.” We’re in the process of rebranding Bewakoof in the next 1-2 months and we’ll have a new look, logo, tagline along with a new set of celebrities that will endorse Bewakoof so we’re excited to roll this out and create buzz around it along with backing it up with top-funnel marketing investments. We plan to go heavy on top-funnel marketing investments starting October,” said Singh. E-retail platform OLX has upped its UI to woo its customers, digitising the entire process of online retailing, including verification of all its premium items. OLX Autos launched a verified inventory of cars with a new interface, which provides a detailed history of the car right from the ownership period all the way up to the service history of the car, and access to a host of financing options and after-sales products like insurance and warranty. As a result, OLX has witnessed a surge in demand for pre-owned cars. Sapna Arora, CMO, OLX India said, “Green shoots are already visible in the used car retail segment. The demand for pre-owned cars has been 25% higher than the pre-Covid levels while there has been an 82% plus growth in demand for pre-owned smartphones. Our goods category has also witnessed a strong rebound, as demand and supply have gone up by an average of 68% and 25%, respectively, compared to pre-Covid levels. The upcoming festival season is important for us as we expect the gap to be narrowing down between pre and post-Covid levels. There has been a strong uptake of e-commerce across regions, especially in Tier 2 and Tier 3 cities, with consumers there making the greatest shift to online shopping. We will continue to focus on the pre-owned auto segment and are expecting to surpass the demand this festive season.” At an industry level, Arora told us that e-commerce players are leveraging on hyper-personalisation to create individualised experiences on the platform and AI-powered chatbots are being implemented by the online retailers to bring customers close to an offline retail experience with a high engagement rate. Sharing OLX’s plan, Arora added, “This festive season we plan to use innovative solutions via relevant messaging at different levels of the retail journey. Our consumer base is growing organically. During this year’s lockdown, a lot of people moved online and we saw growth, about 30% more daily active users (DAUs) from our previous pre-Covid peak. In the festive season, our huge inventories across segments will contribute to increasing the DAU’s on the platform.” As per Nielsen India’s E-commerce Consumer Panel (E-Analytics Solution), there was a double-digit increase in average spend of online shoppers for electronics and accessories (39%), mobile and accessories (12%), and fashion, including apparel, footwear, and accessories (10%) after the pandemic. Appliances (e.g.TV, WM, refrigerators, etc.) also saw notable shopper spending increase at 9%. E-commerce giant Amazon is also ramping up its product range for the festive season. “Together with thousands of small &amp; medium business and brand partners, we continue to offer our customers the widest selection, convenience, and fast delivery. We are humbled by how millions of Indian customers have made us a part of their daily lives. Also, customers continue to believe that online shopping is the safest way to shop which has been reflecting in all the recent events of Amazon like Prime Day 2021, Great Freedom Festival, Rakhi Store, Onam store and so on. This festive season is not a normal one for reasons we all know and our success metric would be focused on how we can make our sellers successful. Customers can look forward to shopping from a wide selection of products across categories like Home &amp; Kitchen, Fashion &amp; Beauty, Appliances and Smartphones, Grocery essentials and more from the comfort and safety of their homes," said an Amazon India spokesperson. This growth trajectory of e-commerce platforms in India testifies how customers are increasingly recognising the importance of comfort shopping within closed doors, and after seeing their businesses take a plunge in the first three months of the lockdown, more and more sellers are also coming online.

This festive season, e-commerce platforms are betting big on Tier II and III markets, which are likely to contribute $150 million to e-commerce growth this year

I recently received a mail titled ‘Hi from Abhiraj, Co-founder at <a href="http://www.businessinsider.in/searchresult.cms?query=UrbanClap&amp;sortorder=effectivedate">UrbanClap</a>!’ Suspicion sets in. Is he bashing me for negative coverage? I don’t remember any. Does he want to be-friend me? I’m no celeb. 
 Turns out its clever <keyword id="575288" type="UNKNOWN" weightage="80" keywordseo="e-mail-marketing">e-mail marketing</keyword> - an automated message sent to probably thousands of <a href="http://www.businessinsider.in/searchresult.cms?query=UrbanClap&amp;sortorder=effectivedate">UrbanClap</a> subscribers. 
 
Don’t jump to close your browser tabs now, hang on. 
 
It’s the first time I remember reading a mail like that from an Indian <a href="http://www.businessinsider.in/searchresult.cms?query=startup&amp;sortorder=effectivedate">startup</a> worth over $100 million. Quirky Indian startups like Happily Unmarried and Bewakoof.com have also been sending out personalized e-mails. 
 
<a href="http://www.businessinsider.in/searchresult.cms?query=Airtel&amp;sortorder=effectivedate">Airtel</a> customers have been privy to mails from CEO <a href="http://www.businessinsider.in/searchresult.cms?query=Gopal+Vittal&amp;sortorder=effectivedate">Gopal Vittal</a>. Only last year the company sent out mails, explaining the call drop phenomenon. 
 
Marketing e-mails from <a href="http://teamtreehouse.com/" target="_blank">Treehouse</a> co-founder <a href="https://twitter.com/ryancarson" target="_blank">Ryan</a> are fun and personal. 
 
E-mails are sent ‘from’ Ryan's email address, and the content is always personalized. The subject lines are creative. What more, if you reply to the mail, you'll even get a prompt response from Ryan himself. 
 
Adding a personal element to marketing emails helps. No one enjoys feeling like they're being marketed to. Most email tools allow you to enter short-codes that will be replaced with the recipient’s name when the email is sent out. 
 
In a day and age where consumers are bombarded with marketing messages, and it’s getting harder to get their attention, being impossible to miss without being annoying can take you a long way. 
 
In fact, according to an <a href="http://blog.hubspot.com/blog/tabid/6307/bid/31634/A-B-Testing-in-Action-3-Real-Life-Marketing-Experiments.aspx" target="_blank" title="A/B test conducted by our own marketing team">A/B test conducted by the marketing team </a>at HubSpot revealed that emails sent by a real person are more likely to be clicked on than emails sent from a company name. 
 The opportunity is for marketers to use the capabilities that are unique to <keyword id="2410330" type="UNKNOWN" weightage="80" keywordseo="Marketing-automation">marketing automation</keyword> to make their email more conversational and relevant. This would include behavioral targeting, strategic metrics and multi-step cross-channel conversations. 
 
If <a href="http://www.businessinsider.in/searchresult.cms?query=marketing+automation&amp;sortorder=effectivedate">marketing automation</a> is used to its fullest, it can become a full-blown engagement-orchestration tool, enabling you to listen to consumers’ unique needs and deliver what they really want. No Indian startups have got to that. 
 
We’ve all received messages in our inbox, only to mark it as spam or completely ignore it. Grabbing your audience’s attention doesn’t necessarily mean your calls to action yell “Click me!” 
 
Me? I sleep happy knowing you would at least click on this article. You see, that’s the hook. 
 
<a href="https://i.ytimg.com/vi/VG49lz5rO4s/maxresdefault.jpg">Image Source</a>

UrbanClap Co-founder
Abhiraj Bhal mailed me. Here’s why

<ul><li><keyword id="193300" type="General" weightage="80" keywordseo="cartoon-network" source="Orion">Cartoon Network</keyword>’s <keyword id="3113" type="General" weightage="100" keywordseo="tom" source="Orion">Tom</keyword> and Jerry have been a spark in everyone’s lives since the 1940s.</li><li>Even today, you can have a hearty laugh and be glued to the screen enjoying the love-hate riddled camaraderie between this lovable duo.</li><li>As this iconic duo turns 82 today, we catch up with Cartoon Network's <keyword id="108258" type="General" weightage="20" keywordseo="abhishek-dutta" source="Orion">Abhishek Dutta</keyword> to talk about its evolution in India, how the network had benefitted from this property over the years and what today’s kids expect from their cartoon shows.</li></ul>It was around 20 years ago that my grandmother, who was around 68-year-old then, and I would watch Cartoon Network’s The <keyword id="13138406" type="General" weightage="20" keywordseo="tom-and-jerry-show" source="Orion">Tom and Jerry show</keyword> together. She only knew one language but language was never a problem when it came to this show. I would come back from my school, keep my bag aside and just sit glued to the television for another 30 minutes in my uniform. This iconic cartoon show has managed to cut across age groups and language barriers. We would watch it on repeat, even though we always knew that Jerry, the mouse, would get away with his shenanigans and fool Tom. Jerry, a true trickster, delights in setting Tom up to bear the consequences of chaos caused by him, often with a wink at the audience to let them know they’re in on the joke too. Even today, the 82-year-old duo Tom and Jerry connects with its viewers on an emotional level and reaches out to the inner child in us that lived in a happier universe. Last year, when the COVID cases plummeted and the theatres were open during the festive season, ‘Tom &amp; Jerry: The Movie’ was released in India after a lot of contemplation. However, it outperformed at the box office, grossing nearly Rs 8 crore in terms of ticket sales, and was amongst the top-performing Hollywood family film/animation film in India in 2021. It was released across 1,000 screens in English, Hindi, Tamil and Telugu. It was only in 1995 that the channel Cartoon Network made its entry in India with dual feed. Cartoon Network operated from 5:30 am to 5:30 pm and Turner Classic Movies took up the remaining schedule. Soon after the launch, Cartoon Network started airing Tom and Jerry amongst other international shows, and the rest, as they say, is history. In 2001, Cartoon Network became a separate 24-hour channel and the show Tom and Jerry became an inseparable part of its legacy. As this iconic duo turns 82 today, we caught up with Cartoon Network's Abhishek Dutta to talk about its evolution in India, how the network has benefitted from this property over the years and what today’s kids expect from their cartoon shows. <div type="Video" msid="89457743" hostid="261" title="How the iconic Cartoon Network duo Tom and Jerry has managed to stay relevant over the years" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=89457743"></div> The secret behind keeping an iconic cartoon show relevant for today’s audience Today, kids have plenty of choices when it comes to content consumption. Dutta said that it is important to explore imaginary worlds that could also be a window to real-life examples, to stay relevant. So what makes Tom and Jerry relevant today? Dutta said, “So, for kids, the shows that they see on television, are basically an escape from the real world. This is where they come to have some enjoyment and fun. So over a period of years, Tom and Jerry has evolved to incorporate everything in our environment or whatever changes we have seen outside. Tom and Jerry, as characters, have seen so many setups; we have seen a lot of episodes in the house that they stay in, but even beyond that -- they have gone into space, they have gone into multiple outings. And this evolution of Tom &amp; Jerry with the time has actually kept the audience open throughout its history and that's how it maintains its popularity even today. Apart from this, even on our consumer products front, there are more than 1000 SKUs of Tom and Jerry consumer products in India across different categories.” Keeping pace with this evolution in the landscape, content creators and kids’ entertainment broadcasters are developing concepts, characters and themes that echo with local audiences while retaining their global appeal. So, to stay ahead of the curve, Cartoon Network gave a glocal twist to Tom and Jerry two years ago. “In 2020, we did something different with the show and added a commentary to Tom and Jerry. The reason for adding this commentary was that children have a very short attention span. So if they miss anything while viewing the show, that commentary keeps them hooked to it. And that did amazingly well for us. In fact, the first week that we relaunched the show with the commentary, it became the number one show in the category. Even today, Tom &amp; Jerry contributes substantially to our Cartoon Network channel and is loved by millions of our fans on the network,” shared Dutta. The show is dubbed in Hindi, Tamil and Telugu today. To up its glocal game, Cartoon Network is also bringing a new series ‘Tom and Jerry in New York’ to India during the summer holidays. Telling us how Tom and Jerry cuts across different age groups, Vikram Sharma, Head of Consumer Products, Advertising &amp; Partnerships, WarnerMedia India, Southeast Asia and Korea, said, “A testament to the widespread admiration of Tom and Jerry is that it remains the most popular Kids Consumer Products animation IP for WarnerMedia. Young and adult fans of the franchise in India have more than 1,000 SKUs of Tom and Jerry consumer products to love and own. The sheer diversity of the products available, spread across verticals such as fashion, accessories, toys, collectibles, puzzles, and stationery, proves the global phenomena that the characters are. In India alone, there are several key partnerships including Reliance Retail, Myntra, Flipkart, TheSouledStore.com, Bewakoof.com, Campus Footwear, Funskool, Bata (Pak), Hamilton, amongst others, that offer Tom and Jerry collection, reinforcing the IP’s fan-following.” To celebrate this lovable slapstick comedy’s anniversary, Cartoon Network India is airing new episodes of ‘Tom and Jerry Tales’ this week from 10:30 am onwards. The show is co-powered by Complan and Alpenliebe Gold and has onboarded Policy Bazaar and Parle Milk Shakti as associate sponsors. To add to this week-long extravaganza, Cartoon Network has also planned on-ground promotions and fan engagement in Pune and Mumbai malls.

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Bewakoof's ad latest with Sidharth Malhotra and Fatima Sana Shaikh encourages the audience to express freely

BI India Partner

This festive season, e-commerce platforms are betting big on Tier II and III markets, which are likely to contribute $150 million to e-commerce growth this year

Karuna Sharma

UrbanClap Co-founder Abhiraj Bhal mailed me. Here’s why

Saikat Pyne

How the iconic Cartoon Network duo Tom and Jerry has managed to stay relevant 82 years after it was first aired

Karuna Sharma

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