upGrad collaborates with Star Sports and Disney+ Hotstar for VIVO IPL 2021
EdTech firm upGrad has partnered Star Sports and Disney+ Hotstar for Phase 2 of the 14th edition of the VIVO Indian Premier League 2021. upGrad will roll out a campaign leveraging the IPL. The campaign will go live on September 19, 2021 and will be running throughout the second phase of the VIVO IPL till October 15, 2021, in several Indian languages including Tamil, Telugu, Kannada alongside Hindi to connect with the regional audience.
Commenting on it, Arjun Mohan, CEO-India, upGrad, said, “We are excited to associate with Star Sports and Disney+ Hotstar to represent upGrad as one of the leading Indian EdTech brands at the VIVO IPL, 2021. “With the cricket frenzy setting in, we aim to launch our campaign during the tournament to develop a deeper connection with our pan-Indian audience and narrate the significance of outcome-oriented learning as a means to achieve career growth and success.”
For Nitin Bawankule, head – ad sales, Star and Disney India, VIVO IPL has been a high-impact platform that sees unparalleled scale across both TV and digital screens. “The reach, ratings and impressions are testimony to the power and impact that the property commands and it will be the biggest opportunity for marketers to leverage this upcoming festive season.”
KIA Sonet drives the market against all odds
Sonet has emerged as a breakthrough product in its segment, contributing almost 17 per cent to the segment and 32 per cent to Kia’s overall sales. The company said that its compact SUV Sonet has crossed one lakh cumulative sales mark in less than one year of its launch in the market. During the same period, the vehicle has also become the fourth highest-selling SUV in the country.
Introduced in September 2020, Sonet has emerged as a breakthrough product in its segment, contributing almost 17 per cent to the segment and 32 per cent to Kia’s overall sales, it added. The Sonet was launched when the auto industry was facing its worst slump in history with the advent of COVID-19 pandemic. The market was battling rock-bottom customer sentiment amidst manufacturing and supply chain setbacks.
“We introduced the Sonet in September last year against all odds, and it would not be an understatement to say that it has rewritten Kia’s success story in India and has made a stronghold in the segment with its industry-leading features and specifications, the one-fourth contribution of the iMT variant in the total sales testifies that the model has also revolutionised the adaption of new technologies. The passenger vehicle segment has been witnessing multiple transformations over the years, and as a leading automaker, we are committed to the changing trends and offering new-age driving experience to our customers across segments,” Kia India Executive Director and Chief Sales & Business Strategy Officer Tae-Jin Park said.
Available in 17 variants, Sonet is the only compact SUV to offer a 1.5-litre diesel engine with automatic transmission, contributing almost 10 per cent to its overall sales. The Sonet customers show high affinity towards the top-of-the-line variants that contributed almost 64 per cent to the overall dispatches, Kia India noted.
Mumbai Indians celebrate Ganpati Utsav with Rohit Sharma and team
Mumbai Indians has launched a brand-new regional titled ‘Aplya Family Cha’ – a Marathi campaign coinciding with Ganesh Utsav, celebrating the togetherness of its fans in Maharashtra. The new campaign has been created by Lowe Lintas and will run on TV, OOH, digital and radio.
The catchy video features a galaxy of Mumbai Indians players, led by captain Rohit Sharma, the Mumbai trio – Dhawal Kulkarni, Aditya Tare and Arjun Tendulkar along with Hardik Pandya, Krunal Pandya, Ishan Kishan and Suryakumar Yadav. New Zealand’s Trent Boult, South African Quinton de Kock and West Indies Kieron Pollard give an international flavour to the campaign.
Mumbai Indians owner, Nita Ambani, also makes a special appearance in the campaign speaking to the fans in the local language in the video. The new campaign conceptualised on ‘Aplya Family Cha’ – meaning ‘Our Family’, showcases the strength in oneness, determination, and perseverance and to rise together.
Tonic Worldwide wins social media mandate for SBI General
After a competitive multi-agency pitch, SBI General awards its social media mandate to Tonic Worldwide. As part of their mandate, Tonic Worldwide will be managing the social media platforms and crafting integrated digital, creative strategies for the brand.
On winning the mandate, Unmisha Bhatt, chief strategy officer, Tonic Worldwide, said, “Our strategic and creative strengths will help us add value to the brands ambitions and business objectives. We are looking forward to partnering with the marketing team to help differentiate the brand in the cluttered category and build a modern and futuristic personality for the brand on digital and social so as to be relevant to the audiences today.”
Commenting on the strategic tie-up, Shefali Khalsa, head brand and corporate communications, SBI General, said, “With Tonic Worldwide’s digital first and data driven strategic thinking abilities, we aim to build a futuristic presence for the brand on social media and be relevant to the evolving consumers, consisting of traditionalist and Modernists both. We look forward to doing some innovative work that resonates with SBI General’s ethos. With an experienced team, I am confident that together we will not only build on the vanity metrics of engagement, but build on a growth story for the brand.”