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<ul><li>Zivame launched a new campaign yesterday called #DekhoMaineKyaKiya.</li><li>Conceptualised by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>, it showcases how women have a desire to imagine themselves in new ways and are hoping to expand their boundaries, but for some, the question of “Can I pull it off?” holds them back.</li><li>We go behind the scenes and talk to Zivame’s Head of Marketing, <keyword id="11699256" type="UNKNOWN" weightage="20" keywordseo="Khatija-Lokhandwala">Khatija Lokhandwala</keyword>.</li></ul>Have you ever wondered what it would be like to care a little less about society’s opinions on your body, erase all the filters in your mind that hold you back and do things you always wanted to do, unabashedly -- like dance in your nightwear in a random wedding procession, hula hoop a tyre in your sari or cartwheel on the beach like no one is watching? Then you would like Zivame’s latest campaign #DekhoMaineKyaKiya. It encourages women to just let go and watch the magic happen. Conceptualised by <keyword id="3101007" type="PERSON" weightage="20" keywordseo="Lowe-Lintas-Bangalore">Lowe Lintas Bangalore</keyword>, the campaign pushes women to be themselves, explore new things and wear outfits and intimate wear that make them feel more confident in their own skin. It is also about women companionship and celebrating each other’s small victories, especially if it is as small as wearing a dress that makes your neighbors frown. <div type="Youtube" id="CsivRk4ZrlM" title="Dekho Maine Kya Kiya" thumbUrl="https://i.ytimg.com/vi/CsivRk4ZrlM/mqdefault.jpg"></div> Sharing the insight behind the campaign, Khatija Lokhandwala, Head of Marketing, Zivame said, “Women of today have a desire to imagine themselves in very different and new exciting ways. They are hoping to push and expand their boundaries. But a lot of the time, there's a question that always holds them back: ‘Can I pull it off?’ Whether it is trying a different outfit, a new activity, indulging in a new experience but sometimes a lack of confidence, makes her question whether she can actually go ahead and do it. But only if she had the right intimate wear, which is designed for her body type, she would be able to express herself confidently, and go ahead and do anything that our heart desires. And that's the core insight on which the campaign has been built. Lingerie in today's day and age has already become an enabler of one personal style and body. Our campaign basically encapsulates the confidence and the freedom that comes through wearing the right intimate wear.” The music is a cherry on top, that makes you wanna groove and do something rebellious. It goes, ‘Pehle kiya na, fir first time haan... and one more time -- rock it.’ It encourages women to expand their horizons and say yes to exploring new things. A majority of Zivame’s marketing spends for this campaign will be concentrated on digital mediums because it wants to reach out to digital-savvy consumers. Zivame has also partnered with 100 influencers from different professions such as TV show stars, athletes, music industry, micro-influencers, A-list influencers including Pooja Raina, Dr Heli Daruwala, Jasleen Royal, Aisha Mahdi, Shefali Bagga, Sonali Swami, Sonakshi Singh, to mention a few. To further engage with its audience, it has launched a digital contest asking women to talk about breaking stereotypes and win vouchers worth Rs 10,000 in return. Women have already started sharing how they want to pursue their simple desires such as getting a tattoo, spending their money on themselves, dancing in the rain on the street and traveling the world with their kids. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <cmsannotation type="cmsannotation" annotationid="Focus on inclusivity" text="Focus on inclusivity">Focus on inclusivity</cmsannotation> In the last few years, we have seen more and more Indian brands wake up to the importance of inclusivity. They are making a conscious effort to cast women of different body shapes, sizes, colour, age and geographies in their campaigns. Zivame’s latest campaign also ticks a few boxes. It is also refreshing to see older women in an intimate wear advertisement. Lokhandwala said that the brand is trying to make its overall communication a little more inclusive, one social media post and campaign at a time. Telling us why the brand decided not to collaborate with a celebrity, she said, “It's an inclusive campaign that celebrates every Indian woman. There's a mother who is enjoying playful moments with her kids, you see a woman who's indulging in her love for dancing. There's an older woman who's stepping out of her comfort zone to try something different. You see young girls who are basically breaking norms, breaking barriers and celebrating in their own style. The campaign encapsulates women from different life stages, and showcases how they are indulging in their dream. So, we wanted the campaign to be relatable to everybody who watches it. And to ensure that it is relatable, we felt that celebrities may not be the right partnership to go for this campaign. We just wanted it to showcase real women.” The stigma surrounding discussion around intimate wear is steadily decreasing. There has been a substantial increase in demand for sportswear, bralettes, activewear and daily intimatewear as Indian women have seen their per capita spend double over the last 7 years. With this, the market potential has also increased. Simultaneously, marketing in the intimate category has also evolved, today it is more about inclusivity, diversity, comfort than style to cater to a varied population in India. Telling us how Zivame’s consumers have changed after the pandemic, Lokhandwala said, “This current era is actually shaped by the pandemic and consumer behavior is constantly evolving. Now what is required of marketers is to predict not just what consumers will think and do in today's time but also what they will do in the next normal, and then modify and build strategies to ensure that we stay relevant. Of course, value today has taken the centre stage, given the fact that we are in an underlying economic condition, but I think consumers are still willing to pay for products that are adding real value to their lives. And therefore, it's very important for brands to communicate the tangible benefits that they offer very clearly, other than just make superficial promises to consumers. There are three E's of engagement we've actually followed post the pandemic in our marketing: educate, emphasize and entertain.” Zivame is also trying to offer more sustainable options by using recyclable materials like polyester yarns, organic cotton, vegetable dyes, and sustainably sourced bamboo. <cmsannotation type="cmsannotation" annotationid="Road ahead" text="Road ahead">Road ahead</cmsannotation> According to Statista, the market size of women's inner wear across India in the year 2020 was approximately 321.64 billion Indian rupees and was estimated to reach 621.35 billion rupees by 2025. <div type="image" title="innerwear market" msid="84647394" hostid="261"></div> On the back of this increasing demand for intimate market wear and Zivame’s latest marquee campaign, it aims to become the most preferred brand in India. Lokhandwala said, “Given the fact that this is a large brand campaign, we expect that this will lead to Zivame becoming the most preferred destination for every Indian woman for all her intimate wear needs. The campaign very clearly showcases different categories that Zivame operates in. We hope that this will lead us to more new users coming in, and existing users not just shopping for one category, but becoming multi-category users of the brand.” At a larger level, Lokhandwala said that the brand aims to encourage more meaningful conversations in intimate category, and make it more mainstream and real.

With its latest campaign, Zivame aims to become India’s most preferred intimate wear brand

<ul><li><keyword id="972687" type="LOCATION" weightage="20" keywordseo="Zivame">Zivame</keyword> has launched a new consumer campaign. </li><li>It features brand's consumers and employees. </li></ul>Move aside models, cue in us! Zivame, a women’s intimate wear brand, has announced its latest campaign Kuch New Ho Jaye featuring Zivame consumers and its own employees. The campaign focuses on <keyword id="3723897" type="COMPANY" weightage="20" keywordseo="real-women">real women</keyword> proudly showcasing products from Zivame making the brand more relatable to its core consumers. It encourages women to experiment and explore intimate wear with Zivame. From finding their right fit using Fitcode, to experimenting with prints and colours, to trying out new Activewear and Nightwear styles, Zivame is encouraging women to try something different within the safety and comfort of their homes. <div type="Youtube" id="QSsNWOPf5Nw" title="Kuch New Ho Jaye- with Zivame!" thumbUrl="https://i.ytimg.com/vi/QSsNWOPf5Nw/mqdefault.jpg"></div> Speaking about the campaign, Khatija Lokhandwala, Head Marketing, Zivame, said, “We wanted to encourage consumers spending a large amount of time at home to explore and experiment with intimate wear and discover something that they love. The use of Zivame consumers in our imagery is aimed to have women look at our products and see them on bodies they can relate to."

Zivame features real customers in its latest campaign; lets go of professional models to help women relate with the bodies they see on screen

Xiaomi, Zomato, Urban Company, Zivame and more are hiring interns across profiles

<ul><li>According to reports, <keyword id="74639" type="PERSON" weightage="20" keywordseo="Reliance-Brands">Reliance Brands</keyword> has already bought out Ronnie Screwvala’s 15% stake in <keyword id="972687" type="COMPANY" weightage="20" keywordseo="Zivame">Zivame</keyword>. </li><li>Zivame was founded by Richa Kar in 2011 and the popular shopping website has a valuation of $200 million and its revenue for FY19 stood at ₹140 crore.</li><li>Zivame’s 30 physical <keyword id="6354851" type="UNKNOWN" weightage="20" keywordseo="retail">retail</keyword> stores and existing online commerce will be an add-on to <keyword id="10926" type="CITY" weightage="20" keywordseo="Reliance">Reliance</keyword>’s apparel offering.</li></ul>Reliance is on an acquisition spree. While talks with Kishore Biyani’s Future Retail are still on for a buyout by <keyword id="58448" type="COMPANY" weightage="20" keywordseo="Reliance-Retail">Reliance Retail</keyword>, its subsidiary company Reliance Brands is set to acquire lingerie retail startup Zivame. According to an <a href="https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/reliance-brands-buys-out-screwvala-in-zivame/articleshow/77211017.cms">ET report</a>, Reliance Brands has already bought out Ronnie Screwvala’s 15% stake in Zivame. Zivame was founded by Richa Kar in 2011 and the popular shopping website has a valuation of $200 million and its revenue for FY19 stood at ₹140 crore. But according to ET, Reliance could end up paying $160 million to buy Zivame. Zivame’s other investors include Zodius Capital and Malaysian sovereign fund Khazanah Nasional Berhad. Zivame was looking to expand its retail footprint in the country and was looking for funds. Zivame’s 30 physical retail stores and existing online commerce will be an add-on to Reliance’s apparel offering. Meanwhile, the acquisition from Reliance comes at a time when the conglomerate is doubling down on its retail offering, with one eye on Future Retail. The fashion and lifestyle category contributes just about 8% to Reliance Retail’s total revenue but has a margin of 24%. During the company’s Annual General Meeting, <keyword id="3820" type="PERSON" weightage="20" keywordseo="Mukesh-Ambani">Mukesh Ambani</keyword>, chairperson of Reliance Industries had stressed on the importance of startups in Reliance’s ‘golden decade’ of growth. “I believe that there is no better partner for Indian start-ups than JIO. We are well positioned to help Indian start-ups in a number of ways. Whether it be in technology development, product development, distribution, market access, or even scale-up capital,” he said on July 15. SEE ALSO: <a href="https://www.businessinsider.in/stock-market/news/mahindra-and-mahindra-finance-managing-director-gets-candid-about-the-rights-issue/articleshow/77212386.cms">EXCLUSIVE: M&amp;M Financial Managing Director gets candid about the rights issue, the bleak prospects for this year and why there should be no more loan moratorium</a> <a href="https://www.businessinsider.in/business/news/india-sees-second-wave-of-layoffs-and-pay-cuts-as-companies-grapple-with-covid-19-pandemic/articleshow/77212542.cms">India sees second wave of layoffs and pay cuts as companies grapple with COVID-19 pandemic</a>

Reliance is building up it’s retail empire – ahead of Future deal, Reliance Brands adds Zivame in its cart

New Delhi, Dec 1 () Zivame will set up 60 offline stores in metros and tier I cities over the next 12-18 months, as the online intimate wear retailer looks to further strengthen its omnichannel play in the growing segment.
Actoserba (which runs Zivame), which has narrowed its losses from over Rs 32 crore in FY18 to Rs 19.56 crore in FY19, is also looking at achieving break-even in the next 12 months.
"Last one year has been phenomenal as we have strengthened our position across categories and deepened our presence in the markets. With tech, data and innovation at the heart of everything we do, we are set up for exponential growth over the next few years," Zivame CEO Amisha Jain told .
She added that the company is poised to hit over 75 per cent growth for the next few years.
"We have more than 40 retail stores in tier I markets and we are looking at taking that number to 100 over the next 12-18 months. We will deepen our presence in these markets," she said.
The company's revenue from operations grew to Rs 137.9 crore in FY19 from Rs 86.6 crore in the previous year. Its marketing expenses decreased by 18 per cent in FY19 vis-a-vis FY18, while the total expenses increased by 1 per cent.
"Currently, Zivame brand has hit Rs 340 crore annual runrate for FY20. While our offline business is growing at a very strong pace, our online business also continues to do extremely well. The app contribution for Zivame brand gross sales has increased from 50 per cent in FY18 to 65 per cent in FY19... we should be able to break-even in the next 12 months," Jain said.
The online channel accounts for about 80 per cent of Zivame's business, while the remaining comes from offline retail.
Jain said the company is focussing on four areas to drive growth -- continuous product innovation, great consumer experience, omni-channel presence and its new brand identity.
"This year, we unveiled a new brand identity with the tagline 'Love Yourself Inside Out'. This aligns with our vision of creating an exciting, modern and inclusive environment for women to discover and shop for their intimate wear needs. Be it through products or content, we want to create dialogue and engagement around the category," she said.
Talking about the market opportunity, Jain said the intimate wear market in India is about USD 3 billion, of which only 40 per cent is organised. "This market is expected to grow to USD 6 billion in the next five years, and the share of organised retail is poised to grow to 60 per cent," she added.
Zivame, which counts Zodius Capital, Unilazer Ventures and Khazanah Nasional Bhd among its investors, is also looking at raising funds to the tune of USD 50 million (about Rs 350 crore) within this fiscal.
This year, Zivame has raised Rs 60 crore in funding as part of a bridge round, led by Zodius Technology Fund and a group of high net worth individuals, and Rs 10 crore in an extended series C Round from Allana Investment and Trading Company.
In 2015, it had raised Rs 250 crore in series C funding round from Zodius Technology Fund and Khazanah Nasional Bhd, the investment holding arm of the government of Malaysia and USD 6 million from Unilazer Ventures in 2013. Ratan Tata has also invested an undisclosed amount in the company. SR BAL

Zivame to expand offline footprint, eyes break-even in 12 months

To give their customers a feel of the product that they want to buy, several reputed and established e-commerce companies are opening physical stores. This would also make them stand out in the overflowing online retail space, and would also add credibility to their business. In these stores, customers would be walking in, browsing through the products offered and then book their orders accordingly. 
 
Zivame, for example, has plans to open 100 stores in the coming three years. The Bengaluru-based online lingerie company has already opened its first offline store in the city. 
 
"We spend Rs 8-15 lakh per month on a store. For a large hoarding, it will cost us about Rs 5-10 lakh per month, depending on the location. So, we opened studios where customers can experience and not just recollect the brand," Ashish Shah, founder of Pepperfry.com, told ET. Pepperfry has set up six offline stores and coming three months would see four more of them. These stores give the company almost 20% of its sales. 
 
Flipkart, which happens to be the largest Indian e-commerce company, has opened 20 offline stores across 10 Indian cities, with plans to expand to around 100 experience zones by March next year. 
 
According to experts, the line between online and offline is getting thin day by day and companies have started to switch between the two sides more than ever. 
 
However, these plans do not fit well with the strategies of all online companies. "We are a pure technology player working towards building a virtual experience zone. Hence, we don't see the need for an offline store," Prasad Kompalli, Myntra’s e-commerce platform head, told ET. 
 
<a href="http://www.livemint.com/rf/Image-621x414/LiveMint/Period1/2013/05/30/Photos/flipkart--621x414.jpg">Image source</a>

Online to offline: Big shot e-commerce players go Brick and mortar, want customers to touch and feel before buying

<ul><li><keyword id="58448" type="COMPANY" weightage="20" keywordseo="Reliance-Retail">Reliance Retail</keyword> is also poised to raise money from investors in a Jio-like format, and its earnings will set the ball rolling for many conversations. </li><li>Retail made for a quarter of RIL’s revenue last year and it may get bigger⁠— partly, due to the oil shock and partly, due to the efforts to increase focus on consumer businesses. </li><li>While competing with the likes of Amazon and Walmart, Reliance Retail has to show that it could thrive during the pandemic and the resulting lockdown. </li></ul><keyword id="3820" type="PERSON" weightage="20" keywordseo="Mukesh-Ambani">Mukesh Ambani</keyword>’s Reliance Industries (RIL) ⁠— with its businesses ranging from refining and petrochemicals to retail, media and telecom⁠— has seen a bustling quarter. There is a lot of intrigue around the company and many of its plans including the proposed acquisition of rival retail Big Bazaar, the planned fundraising, as well as the progress of the e-commerce venture aside from oil slipping into negative for a short while during the last quarter. The digital business under <keyword id="6354504" type="DEFINITION" weightage="20" keywordseo="reliance-jio">Reliance Jio</keyword> has already raised over $20 billion, while RIL has crossed a market cap of $150 billion, giving chairman Mukesh Ambani a seat with the top 5 richest people in the world. Aside from the impact of the crash in crude oil prices, one of the important things to watch out for will be the resilience of Reliance Retail ⁠— which makes for nearly a quarter of RIL’s revenue ⁠— to the lockdown. This stress test will decide the valuation it gets when Ambani goes <a href="https://www.businessinsider.in/business/news/ambani-says-received-strong-interest-from-strategic-investors-for-reliance-retail/articleshow/76978277.cms">to raise money from investors soon.</a> <keyword id="2003276" type="PERSON" weightage="20" keywordseo="Jio">Jio</keyword>‘s telecom business continued unaffected by the lockdown, refining and petrochemicals are mostly exported, exploration and fuel retail are relatively small segments for RIL. Retail ⁠— with over 11,784 stores covering 28.7 million square feet ⁠— contributed 24% to Reliance Industries’ total FY20 revenue, and is set to get bigger. Partly, due to the oil shock and partly, due to the efforts to increase focus on consumer businesses. <div type="image" title="RIL EV." msid="77240187" hostid="261"></div> Ambani expects his consumer businesses, Reliance Retail and Reliance Jio, to make up for a large chunk of Reliance’s revenue over the next few years. And he expects most of the surge from e-commerce via JioMart. The street is gung ho about Reliance Retail’s long-term potential but the competition is tight Capital markets firm CLSA has valued Reliance Retail at $70 billion and said that it could go up to $110 billion in the next five years. According to a <a href="https://www.financialexpress.com/industry/rils-jiomart-to-sell-half-of-all-online-grocery-in-india-facebook-to-help-put-mukesh-ambani-on-top-goldman/2036073/">Goldman Sachs report,</a> JioMart is poised to sell half of all online grocery in India, which is expected to see 5 million orders every day by 2024. However, the space that Reliance Retail is going to compete in is rife with competition from some of the biggest players in the world. That includes Amazon, Walmart via its subsidiary Flipkart, and even Softbank-backed Paytm which is, although, a relatively small player so far. Ambani may be the biggest and the strongest player in India’s physical retail already. For the last quarter of FY20, Reliance Retail, which has over 125 million registered customers, posted an operating profit of ₹2,062 crore ($xx million). <div type="image" title="retail charts." msid="77240197" hostid="261"></div> However, to be able to take on the might of Jeff Bezos and the experience of Walmart, he has to show that the company was able to thrive under the stress imposed by the pandemic and the subsequent lockdown. Ambani had pivoted to online commerce long before the lockdown Ambani had turned aggressive with the e-commerce venture, JioMart, the pilot for which began in December 2019. An important part of Facebook’s $5.7 billion investment in Jio is the partnership with the popular messaging platform WhatsApp, which could potentially bring a big chunk of its 400 million users to Ambani’s retail venture. In return, WhatsApp Pay’s possible integration with JioMart will give Facebook the much needed kickoff for its payments feature. Reliance had said that in the first few days of lockdown, until the end of March, daily orders of JioMart grew by four times. The earnings report on July 30 will show if this scaled up further and by how much. The physical stores like Reliance Fresh, Reliance Trends, and Reliance Digital would be the worst hit by the lockdown The physical outlets were doing well until the lockdown. The company said that during March, grocery stores recorded their highest ever sales surpassing the Diwali month performance despite logistical challenges. Food and grocery contribute to 21% of Reliance Retail’s total revenue. <div type="image" title="reliance revenue chart." msid="77240215" hostid="261"></div> Eliminating competition would be one way to thrive. For over a month now, talks have been going on for Reliance’s acquisition of Kishore Biyani’s Future Retail. According to <a href="https://www.livemint.com/industry/retail/reliance-industries-may-buy-future-group-s-retail-biz-for-27-000-crore-11595898853778.html">reports</a>, Reliance could shell out as much as ₹27,000 crores to buy out Future Retail, which owns the chain of Big Bazaar stores. <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"> </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">No. of stores </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Cities </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Reliance Retail </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">11874 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">6700+ </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Big Bazaar </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2000 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">400 </td></tr></tbody></table> Meanwhile, reports also speculate that <a href="https://economictimes.indiatimes.com/markets/stocks/news/amazon-in-talks-to-buy-9-9-stake-in-reliance-retail-arm/articleshow/77127253.cms">Amazon</a>, which already has a stake in Future Retail, could end up with an investment in Reliance Retail for a 9.9% stake. But that’s not it. Its subsidiary company Reliance Brands is also set to acquire lingerie retail startup Zivame. According to an <a href="https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/reliance-brands-buys-out-screwvala-in-zivame/articleshow/77211017.cms">ET report</a>, Reliance Brands has already bought out Ronnie Screwvala’s 15% stake in Zivame. Reliance Retail is aligned for the next investment raise After Jio’s big-ticket fundraising that has caught the market’s fancy, the next round of unlocking potential value is likely to come from the retail vertical, which is also headed for an initial public offering (IPO) soon. Ambani in his speech during Reliance’s Annual General Meet had mentioned that talks are on with potential investors for retail. All of this, the performance, the plan and the execution, will decide how much the investors are willing to pay for the stake. SEE ALSO: <a href="https://www.businessinsider.in/business/ecommerce/news/reliance-is-building-up-its-retail-empire-ahead-of-future-deal-reliance-brands-adds-zivame-in-its-cart/articleshow/77215871.cms">Reliance is building up it’s retail empire – ahead of Future deal, Reliance Brands adds Zivame in its cart</a> <a href="https://www.businessinsider.in/business/news/mukesh-ambani-next-goal-seems-to-be-the-retail-king-of-india/articleshow/76953716.cms">Mukesh Ambani’s next goal seems to be the ‘retail king of India’</a>

Reliance Retail’s contribution to RIL as Mukesh Ambani preps for fundraising will be key⁠— aside from the oil shock

<ul><li><keyword id="6745141" type="UNKNOWN" weightage="20" keywordseo="entropik-tech">Entropik Tech</keyword>’s latest report looks at the top most ads that were released to celebrate International Women’s Day.</li><li>Using their product Affect Lab the company will gauge the engagement rate, attention levels and overall emotion response to the ads and highlight the ones which did well and reasons for their success.</li></ul>In the past few years, the portrayal of women in brand communication has definitely evolved. Brands are now trying to address various social, economic, political, and cultural issues that women face everyday through their advertisements. From Prega News to Levi’s ad, this women’s day, brands have tried to represent women of different sizes, shapes, skin tones, professions and challenge various gender stereotypes. While we are still far from seeing underrepresented groups of women like a Muslim girl, transwomen or a northeastern girl as the protagonist in an ad that doesn’t talk about inclusivity, we are taking baby steps towards diversity and acceptance with each passing year. We reached out to Entropik Tech, an Emotion AI start-up that enables brands across the world to measure subconscious behaviour of the consumer, to find out how the audience is responding to Women’s Day campaigns this year. Here are some of the most talked-about ads this International Women’s Day: <cmsannotation type="cmsannotation" annotationid="Prega News" text="Prega News">Prega News</cmsannotation> Affect Lab Score: 40.76 Attention: 66.18 Engagement: 23.68 <div type="Youtube" id="X4mWIU-zcvQ" title="#SheIsCompleteInHerself - A Women’s Day Initiative by Prega News | Mona Singh (Hindi)" thumbUrl="https://i.ytimg.com/vi/X4mWIU-zcvQ/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Dove" text="Dove">Dove</cmsannotation> Affect Lab Score: 40.4 Attention: 66.1 Engagement: 23.01 <div type="Youtube" id="E3kWzRB6Yy8" title="Dove | #StopTheBeautyTest (Hindi)" thumbUrl="https://i.ytimg.com/vi/E3kWzRB6Yy8/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Google" text="Google">Google</cmsannotation> Affect Lab Score: 40.38 Attention: 66.3 Engagement: 22.92 <div type="Youtube" id="Oy-L-OVwmZQ" title="First of Many — Women’s History Month 2021" thumbUrl="https://i.ytimg.com/vi/Oy-L-OVwmZQ/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Zivame" text="Zivame">Zivame</cmsannotation> Affect Lab Score: 40.36 Attention: 65.98 Engagement: 22.51 <div type="Youtube" id="ZEFXor8RV2Y" title="Mallika Dua Talks About Problems in Shopping Plus-Sized Lingerie" thumbUrl="https://i.ytimg.com/vi/ZEFXor8RV2Y/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Reliance General Insurance" text="Reliance General Insurance">Reliance General Insurance</cmsannotation> Affect Lab Score: 40.17 Attention: 65.87 Engagement: 23.07 <div type="Youtube" id="82zBk8ytUoE" title="Womentum by Reliance General Insurance I Usha Uthup" thumbUrl="https://i.ytimg.com/vi/82zBk8ytUoE/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Boat India" text="Boat India">Boat India</cmsannotation> Affect Lab Score: 38.61 Attention: 66.12 Engagement: 18.74 <div type="Youtube" id="d2ZpIzdcxzY" title="boAt - I Am A Rebel Ft. Raja Kumari | Kiara Advani | BaniJ | Mass Appeal India - OUT NOW" thumbUrl="https://i.ytimg.com/vi/d2ZpIzdcxzY/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Max Fashion" text="Max Fashion">Max Fashion</cmsannotation> Affect Lab Score: 37.86 Attention: 65.85 Engagement: 17.36 <div type="Youtube" id="qwJ38jZacG4" title="#YouAreSoBeautifull | Max Women's Fest 2021" thumbUrl="https://i.ytimg.com/vi/qwJ38jZacG4/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Levi’s" text="Levi’s">Levi’s</cmsannotation> Affect Lab Score: 37.12 Attention: 65.64 Engagement: 16.06 <div type="Youtube" id="zg9IIbwsreM" title="Levi's® We All Move" thumbUrl="https://i.ytimg.com/vi/zg9IIbwsreM/mqdefault.jpg"></div>

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Reliance Retail’s contribution to RIL as Mukesh Ambani preps for fundraising will be key⁠— aside from the oil shock

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