November 2024

CLICKTHRU

FOR STIMULATING STORIES FROM
THE WORLD OF MARKETING

A New Era of Entertainment and Innovation

India recently witnessed the arrival of Scheherazade – Ice Show, an extraordinary fusion of figure skating and technology, featuring Olympic Gold Medallist Tatiana Navka. The show, which captivated audiences at the EKA Arena in Ahmedabad, marked a groundbreaking moment in India’s entertainment scene, bringing world-class performances and cutting-edge video mapping to the stage.

Beyond the glittering world of ice shows, India’s marketing landscape continues to evolve. As the festive season concluded with an impressive Rs 1 lakh crore in sales, brands have increasingly turned to digital engagement and premium experiences. Companies like Bisleri and Dabur are redefining their strategies with campaigns that embrace nostalgia, sustainability, and personalization—key elements that resonate with today’s conscious and tech-savvy consumers.

On the global stage, brands are tapping into innovative marketing strategies, such as Digital Out-Of-Home (DOOH) advertising, to enhance brand engagement. Muller Corner’s nostalgic campaign celebrating 90s flavors is just one example of how brands are tapping into the power of memory and emotional connections to drive consumer interest.

The future of India’s entertainment, marketing, and business landscapes is bright, driven by creativity, sustainability, and technological innovation. Scheherazade – The Ice Show was not just an entertainment event—it was a symbol of the global connections and cutting-edge innovations that are increasingly shaping India’s future

Best wishes,

Yuvrraj Agarwaal

Chief Strategy Officer, Laqshya Media Group

CLICKTHRU

FOR STIMULATING STORIES FROM
THE WORLD OF MARKETING

A New Benchmark in Workplace Excellence and Industry Evolution

Hi all,

Welcome to the July 2024 edition of Clickthru, where we bring you the latest developments and achievements from the media and advertising industry. This month, we are thrilled to highlight the dynamic events and innovations that are shaping our future.

Our cover story features the vibrant ABFL Day 2024, orchestrated by Laqshya Live Experiences, which brought together over 1400 employees of Aditya Birla Finance for a memorable two-day celebration. This event, filled with cultural showcases and inspiring talks from personalities like Boman Irani and K.L. Rahul, exemplifies the power of live experiences in fostering community and corporate spirit.

As we reflect on these developments, it becomes evident that our industry is at a critical juncture where creativity meets technology. The fusion of traditional and digital marketing techniques is not just a trend but a necessity for staying relevant in a rapidly changing landscape. It is essential for us to continually adapt and embrace these innovations, as they offer new avenues for engagement and growth.

Best wishes,

Laqshya Media Group

Cover Story

World-Class Ice Show Scheherazad Featuring Olympic Skater Tatiana Navka in India

For the first time ever, India witnessed a breathtaking fusion of ice skating, theatre, and Arabian tales with the arrival of the critically acclaimed Scheherazade – Ice Show, featuring Olympic Gold Medallist Figure Skater Tatiana Navka. This extraordinary production, inspired by the legendary stories from One Thousand and One Nights, promised to captivate audiences with a stunning blend of music, dance, animation, and cutting-edge video mapping technology.

Organized by Navka Show Company, a leading international production company renowned for creating, staging, and touring original ice shows, in collaboration with Laqshya Media Group, one of India's largest marketing communication and experiential companies, as the event partner, this spectacular event took place at EKA Arena in Ahmedabad, Gujarat, for an exclusive, limited run of five performances from 18th to 20th October 2024.

Scheherazade brought enchanting tales of love and adventure to life through world-renowned figure skaters, including Olympic, World, and European champions. The cast featured Tatiana Navka, Victoria Sinitsina, Nikita Katsalapov, Povilas Vanagas, Ivan Righini, and Egor Murashov. Each performance promised awe-inspiring feats of figure skating that transported audiences into a magical realm.

Indian Marketing News

Festive sales end with a bang, after Rs 1 lakh crore of clicks

Consumer demand for top luxury brands was a highlight of this season. “Demand for premium large appliances grew by 30% over last year, while the fashion and beauty premium portfolio saw an over 400% spike vs business-as-usual (BAU) in Read More

How impactful regional campaigns are changing the game of marketing in India

Regional campaigns act as a catalyst for fostering deeper connections with the local target audience helping the brand and the organisation increase its penetration. Read More

Dabur to merge Ayurvedic hair care brand Sesa in Rs 325 cr deal

Dabur India Limited has announced that it has entered into an agreement to merge Sesa Care Private Limited (Sesa), subject to regulatory approvals. Read More

Decathlon partners with Zepto: Gear up and get moving in no time!

The partnership will offer Decathlon’s sporting goods in 16 cities, including Mumbai, Bengaluru, Delhi-NCR, Chennai, and Hyderabad Read More

Bisleri’s retro revival targets Gen Z with nostalgia and sustainability

In an era where ‘fast and flashy’ often defines advertising campaigns, Bisleri’s #FlavourOfLove attempts to buck the trend with a nostalgic, 1950s-style love story crafted around Bisleri Pop, its orange fizzy drink.Launched with Bollywood actors and young icons Read More

How Adidas earned its stripes in India

During the annual investor call, when Bjørn Gulden, CEO, Global Brands, Adidas was asked about gowing the brand's presence Read More

Festive gifting goes premium! Brands wrap up strategy with style, personalisation, and digital delight

To be sure, in the consumer space, the concept of gifting seems to be undergoing a similar transformation, especially among premium brandsRead More

Urban Indian consumers gear up for increased spending this Diwali: Report

As brands prepare for the upcoming festive season YouGov's Diwali Spending Index reveals a spending propensity of 117.37 among urban Indians- the hihest in four years.Since 2020 Read More

Gen Z's latest obsession: smelling good

Behind the booming appetite for new smells is Gen Z. The generation has graduated from Victoria's Secret body mists and is desperate for something fancier. Circana found in 2023 that 83% of Gen Zers said they used fragrance, Read More

Gen Z to help India's travel spending expand 9% a year: McKinsey Report

New Delhi: A new generation of travellers benefitting from India's strong GDP growth of over 6% a year Read More

How BACARDÍ has come to own the Halloween marketing space in India

The love for Halloween in India has grown immensely in recent years, as the occasion has become a cultural touchpoint for the new generation. BACARDÍ has been a powerful driverRead More

Indians go premium to do the laundry

Premium detergents now reach 75% of Indian households, driven by liquid variants. Despite the pandemic-induced stagnation in overall sales, premium detergents have grown, with liquid formats seeing double-digit penetration. Read More

Campa Cola's comeback: How Reliance is shaking up India's drink market

Reliance Industries, through its fast-moving consumer goods (FMCG) arm Reliance Consumer Products Ltd (RCPL), is rewriting the playbook in the Indian beverages market with the revival of Campa Cola. Once a household name in IndiaRead More

Global Marketing News

All of the winners from The Drum Awards for Advertising 2024

As part of The Drum’s annual Awards Festival, today we celebrated The Drum Awards for Advertising.Taking home the top prize, the Grand Prix, is FCB Chicago for its ‘The Last Barf Bag’ campaign for anti-nausea brand Dramamine Read More

How Coca-Cola bottled the vibrancy of Africa for its latest creation

Coca-Cola today (May 23) unveiled its latest flavor from its Creations platform, Coca-Cola Wozzaah Zero Sugar,which looks to celebrate the vibrancy and dynamism of the entire African continent. Read More

The power of DOOH for brand engagement

"Brands will increasingly integrate immersive technologies such as augmented reality (AR) and artificial intelligence (AI) into their campaigns to engage digitally native audiences," writes Mubashir’s Fadwa Daif.” Read More

Global ad spend to grow 10.5% this year

Global advertising spend will grow 10.5% this year to a total of $1.07 trillion. This is the best performance in six years if the post-Covid recovery of 2021 (+27.9% year-on-year) is disregarded. Read More

The Future of B2C Messaging Is About to Get More Advanced

Over the years, B2C communication has evolved dramatically from basic email interactions to sophisticated, AI-driven chatbots.

Kickstarter Takes Over NYC in Search of the Next Crowdfunding Success Story

“Kickstarter was born in Bed-Stuy, Brooklyn, and our first office was located in the Lower East Side,” she explained. “Later, we moved our headquarters to Greenpoint, Brooklyn. Read More

Let’s get rrrrrready to crumble! Müller Corner celebrates the return of its classic 90s Originals in multi-million pound nostalgic campaign

Müller and VCCP wreck the mic (psyche!) with new PJ & Duncan inspired campaign dripping with 90s nostalgia Read More

Why Asics continues to focus on mental health to differentiate itself from competition

Inspired by Dove’s 20-year Real Beauty campaign, Asics intends to build a mental health platform that spans decades. Read More

Trivia

Bharat Sanchar Nigam Limited has recently (in October ’24) unveiled its new logo and launched its 7 customer centric services in New Delhi, Delhi.
Mintoak Innovations Private Limited, a merchant software-as-a-service (SaaS) platform, has partnered with Mumbai based Axis Bank to make payment solutions more seamless for Small and Medium-sized Enterprises (SMEs).
The Indian Navy (IN) has launched its 4th nuclear-powered ballistic missile submarine under the code name “S4*” at the Ship Building Centre (SBC) in Visakhapatnam, Andhra Pradesh (AP).
Meta has recently (in October ’24) partnered with the Ministry of Skill Development and Entrepreneurship (MSDE) to enhance the Skill India Mission.
The Reserve Bank of India (RBI) has approved the merger of Tata Motors Finance Limited (TMFL) with Tata Capital Limited (TCL) ), creating India’s 12th largest Non-Banking Finance Company (NBFC).
The International Monetary Fund (IMF) has retained India’s Gross Domestic Product (GDP) growth rate at 7% for Financial Year 2024-25 (FY25) in its October 2024 World Economic Outlook report.
Adani Group and Google have announced a partnership to enhance the sustainability efforts and contribute to the growth of clean energy in India.
JK Tyre and Industries, , India’s leading tyre manufacturer has been awarded the prestigious Mahatma Award 2024 under the ‘CSR Excellence and Social Impact’ category at the ceremony held in New Delhi on the eve of Mahatma Gandhi’s 155th birthday.

Laqshya Media Group Campaigns

In October 2024, Laqshya Media Group executed various campaigns for Titan Stellar, Sumadhura Palais Royale, MSN Realty, TVS (Jupiter), Godrej Properties, Fujifilm, Fastrack, Tanishq, Jockey, Taneira, TVS (Ntorq), Johnnie Walker, Toyota, L&T Realty, TVS (iQube), Maharashtra Tourism Development Corporation, Titan Nebula, Legrand, Motorola, Dalmia Cement, Tally, Tata Motors, TVS (Star City), Maruti Suzuki, Radico Khaitan, Yamaha, and Mavuris.