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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

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><a href="https://firstlook.org/theintercept/article/2014/02/10/new-photos-of-nsa-and-others">First Look/Trevor Paglen</a></div></div></div>The precursor to the National Security Agency was shut down because the Secretary of State at the time believed that "<a href="https://www.nsa.gov/news-features/declassified-documents/nsa-60th-timeline/assets/files/pre-nsa/19510319_PreNSA_Doc_3978470_BlackChamber.pdf">gentlemen do not read each other's mail.</a>"It's an interesting anecdote we were reminded of during a visit to <a href="http://www.techinsider.io/nsa-museum-of-cryptography-2016-5">the NSA's public museum in Maryland</a>, where it has an exhibit on the so-called "Black Chamber" founded in 1919 by Herbert O. Yardley.Officially known as The Cipher Bureau, it was America's first peacetime organization dedicated to code breaking. Located in New York City and disguised behind a public-facing <a href="https://en.wikipedia.org/wiki/Commercial_code_(communications)">commercial code company</a>, its existence was a highly-secret affair that was jointly funded by the State Department and the US Army.Throughout the 1920's, the bureau cracked thousands of diplomatic messages. Most notably, <a href="https://www.army.mil/article/90896/Military_Intelligence___this_week_in_history____Nov_1921/">it intercepted and deciphered</a> the communications of Great Britain and Japan during the Washington Naval Conference in 1921."Yardley's team had a major success when it broke the Japanese diplomatic code and learned of the Japanese government's instructions to its ambassadors," an Army historical feature <a href="https://www.army.mil/article/90896/Military_Intelligence___this_week_in_history____Nov_1921/">notes</a>. "Naturally, knowing the lowest naval ratio the Japanese were willing to accept put the US in a powerful negotiating position."But the peace throughout the 1920's meant there was less to intercept, and its budget was continually reduced. Then its time came to a close soon after President Herbert Hoover came into office. Initially, Yardley didn't let new Secretary of State Henry Stimson know about his code-making chamber for a few months.As James Bamford wrote in "<a href="http://www.amazon.com/Puzzle-Palace-National-Intelligence-Organization/dp/0140067485">The Puzzle Palace</a>":Then in May, after Yardley had deciphered a new group of Japanese messages, he decided the time had come to share the dark secret with the man who was paying the bills, and a few selected translations were laid on the Secretary's desk.Stimson's reaction was immediate and violent. Branding the Black Chamber highly illegal, he at once directed that all its State Department funds be cut off. Since the Chamber was now getting almost its entire support from the State Department, that mean instant doom.Dealing with ambassadors from friendly nations, Stimson saw interception of those communications as quite disrespectful. "Gentlemen do not read each other's mail," he <a href="https://www.nsa.gov/news-features/declassified-documents/nsa-60th-timeline/assets/files/pre-nsa/19510319_PreNSA_Doc_3978470_BlackChamber.pdf">wrote</a> in his memoirs.That attitude didn't hold for long, of course. The codebreaking was back in full swing during World War II and beyond, and even at present, the NSA targets <a href="http://www.cnn.com/2013/06/30/world/europe/eu-nsa/">friendly and foe embassies</a> alike. The confirmation of that fact set off a firestorm of criticism from allies after it was revealed by ex-NSA contractor Edward Snowden.<div class="KonaFilter image-container display-table"><div><div class="image on-image">Handout/Getty Images</div></div></div>Still, it was Yardley who had the last laugh.Out of a job in the midst of the Great Depression, Yardley wrote a tell-all memoir of his time secretly breaking codes, called "The American Black Chamber." The NSA's museum described its being published because of a "loophole" in the law, but in reality, there was absolutely no legal precedent to stop the book from coming out.Though the US government certainly tried. As Bamford notes, it considered prosecution or outright suppression of the book, but ultimately these avenues were rejected since there was no legal standing to go on. It was <a href="http://cromwell-intl.com/travel/usa/new-york-black-chamber/">published</a> in 1931. A <a href="https://webcache.googleusercontent.com/search?q=cache:Nir0YPUzL4gJ:https://www.nsa.gov/public_info/_files/friedmanDocuments/ReportsandResearchNotes/FOLDER_057/41710499074980.pdf+&amp;cd=2&amp;hl=en&amp;ct=clnk&amp;gl=us">law</a> that closed the "loophole" and prevented any further secrets from being revealed was passed two years later. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/facebook-google-information-nsa-iphone-android-data-personal-2016-2">Columbia law professor argues that 'privacy has been privatized'</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="BvNWt0MDE6F1PRUtoFI9vkuaEC8Xulyd" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

America shut down the original NSA because 'gentlemen do not read each other's mail'

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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

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Yardley launches a new campaign with brand ambassador Kriti Sanon

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America shut down the original NSA because 'gentlemen do not read each other's mail'

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