Challenging Chawa wins Kallakar Cricket League Season 3

Pune November 2017: Kallakar Cricket League concluded in Pune with team Challenging Chawa taking home the trophy. The captain if the team was renowned Marathi actor Sanjay Jadhav. Kallakar Cricket League is one of Pune’s most awaited celebrity cricket league and is brought to you by Kallakar Factory in association with Four Pillars Event Management Services.

After two successful and entertaining seasons Four Pillars keeps its promise to bring together well known faces of the Marathi entertainment industry for the cricket fans. “We had ensured that all games are as entertaining as the celebrities work has been. Kallakar Cricket League is a league that all fans feel close to as they watch they favourite TV celebrities clashing against each other”, said Sameer Pawani, Director, Four Pillars Event Management Services.

"A lot of planning went into conceptualizing ‘Kalla’kar Cricket League. The first season had celebrities like Mahesh Manjrekar, Swapnil Joshi, Siddhartha Jadhav among other well known faces. The championship title for the first season was bagged by Ratnagiri Champions headed by Mr. Siddhartha Jadhav, which showed promise from the start of the league", said Pankaj Satav of Kallakar Factory.

Season 2 also was a huge success thanks to the support of the team franchise owners and the Cricket loving artists. The new additions to the 2nd season were the very popular Akash Thosar, the love-story champ Prathamesh Parab, the popular Lord Malhar on TV Devdatta Nage and the bad-dad Suresh Vishwakarma. The winners of the second season were Thane 11 headed by Mr. Akash Pandharkar.

This season has celebrities like TV’s most popular wrestler Hardik Joshi, model and actor Sameer Dharmadhikari, popular actor Sanjay Narvekar, popular comic presenter and actor Sumeet Raghavan, and shala fame actor Amol Gokhale.

Nehru Stadium was filled with cricket loving enthusiasts who came to watch their favourite celebrities play against each other.

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Taxi rides in Pune get simpler with RezurvRide

Pune - RezurvRide, a new cab aggregator service which safeguards the interests of customers while incentivising drivers, was launched in the city. The innovative app offers a vastly better alternative to existing players in the cab aggregator market by simplifying the process of booking rides and offering over 90 per cent of ride revenue to drivers.

Some of the cutting edge features offered by the service are

·         Reservation of ride as per convenience with advance Cab Booking feature both for local and outstation

·         Option to mark “Favourite Drivers” based on experience

·         Option to ride with favourite drivers first

·         Selection of drivers based on their rating which takes into account cleanliness,etiquette and timeliness of the   drivers

·         Option for tracking the ride by third parties through GPS for additional security

·         Outstation rides charged on distance covered and not fixed slabs

·         QR code enabled to start and stop rides, thus restricting misuse by drivers

·         No surge pricing

A Driver’s First approach, which entails incentivising drivers through higher revenue share, unlike other aggregator services.

The need for cab aggregators is growing exponentially in India, given the low car penetration and poor public infrastructure. Research indicates that the cab/taxi demand is scheduled to grow at a CAGR of 15 per cent till 2020. A recent Soft Bank study says the app based taxi sector will be worth USD 7 Billion in India (Rs 45000 crore) by 2020.

‘Based on this research and inspired by the market need for a fully functional cab aggregator that can effectively address the needs of both customers and drivers, we have decided to enter the market with a completely transparent product named RezurvRide that will take the Indian taxi market to the next level,’ said Mrs SeemaMangal, Director, RezurvRide.

RezurvRide has already conducted the soft launch and intends to target 8000 cab drivers in Pune by the end of 2018. 800 drivers have already registered for the RezurvRide service. Mrs Mangal said, ‘RezurvRide aims to launch in 15 cities by the end of 2018, with 75,000 drivers on its roster.’ The long term vision is to launch in 51 cities with 141,000 drivers by 2022.

  

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“The system has to change in order to optimize a Millennial’s energy levels and way of thinking”:

Mahratta Chamber of Commerce, Industries & Agriculture (MCCIA) organized the Leadership in Industry 4.0 conference, in association with IIM Ahmedabad, at the MCCIA, Pune on 24^th November 2017. The conference elicited an overwhelming response with stalwarts from various industries, members and guests attending the daylong session.

Manasi Kirloskar, Executive Director & CEO, Kirloskar Systems Ltd. was amongst the key speakers at the conference. 

Her speech highlighted: “Industry 4.0 is about cyber physical systems, IoT, cloud computing and cognitive computing that are enhancing automation to create smart factories. Quantum jump in artificial intelligence, real time communication, big data, and ubiquitous connectivity are some of the forces driving this change, which will result in substantial efficiency enhancements and greater flexibility in manufacturing systems. It will also lower the labor intensity of manufacturing and require completely newer skill sets. Therefore, Industry 4.0 will also redefine the existing paradigms with low cost of labor and scale of production no longer remaining the source of competitive advantage”, she said.  

The speech was followed by a Q&A session moderated by Vandana Saxena Poria, OBE (CEO Get Through Guides). When asked about her views on how leadership has changed with regard to millenials, Manasi said, “I think it is important for us to understand that millennials have been born in the age of instant everything. If we have an idea, we want it executed that very second. Thanks to technology, we have everything at our fingertips. Every piece of information can be accessed instantly. I don’t think that it’s the millennials who have to adapt to the system anymore. The system has to change in order to optimize a millennial’s energy levels and way of thinking”.

The dynamic 5th generation Kirloskar and great granddaughter of S.L. Kirloskar, Manasi carries forward a 150-year-old legacy with intelligence, commitment and style!  

Besides Manasi Kirloskar, some of the other distinguished speakers at this prestigious event were Ishaat Hussein, Non-Executive Director, Tata Sons and Kishore Jayaraman, President India & South Asia, Rolls Royce.

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Pune Shines at MusiQuest Piano Festival 2017

Pune, November 2017: The sixth iteration of the national piano festival/competition MusiQuest concluded in Pune on November 18 and 19^th, 2017. Presented in an informal and friendly workshop/ masterclass format with unrestricted repertoire choice, participants had a unique opportunity not only for public performance but to extend their musical learning experience by receiving instruction at the piano as well as written adjudications and participation certificates from an international panel of adjudicators.  The emphasis was on encouragement and positive feedback. 

All ages and musical levels performed within 4 main divisions : Preliminary (Beginner to Grade 2), Junior (Grades 3 to 5), Intermediate (Grades 6 to 8), Advanced (Diplomas).  The age range of participants was 4 to 64!

The international adjudication panel included internationally renowned teachers/pedagogues from the USA

·                   Mark Neiwirth (Advanced)                                              

·                   Phyllis Alpert Lehrer (Intermediate)

·                   Timothy Brown (Junior)                                                   

·                   Pierce Emata (Preliminary)

·                   Katherine & Jeffrey Savage (Ensemble)                      

·                   Andrew Linn (Popular Music & Jazz & Composer in Residence)

·                   Fred Karpoff (Technique Expert in Residence)

Additionally, the adjudicators gave private lessons and piano masterclasses during the festival.  Each of the adjudicators also presented workshops for participants and for the professional development of the participating teachers. Academy of Music focuses on enhancing the skills of the students, teachers play an importannt role in motivation and supporting the students to become successful.   

Post adjudications the adjudicators performed in a spell binding concert on November 18, 2017 and the prize winners’ announcement followed.  There was an aura of expectancy and suspense … followed by celebration and accomplishment!!  A majority of the prize winners were from Pune!!

The top grand prize being first prize in the Intermediate division (a ND21 piano and a scholarship to the International Institute of Young Musicians) went to 11 year old Trisham Bepari. 

The 2^nd prize in the Intermediate division went to 11 year old Candice Rocha.  She was also awarded a very special prize instituted from this edition of the festival THE MARY TICKNER PRIZE for the most musical performance at the Honors Concert.  This decision was a unanimous vote of all the adjudication panel.

The first prize in the Preliminary Division was awarded to 7 year old Srihita Gottipati.

The first prize in the Preliminary Mature Division was awarded to 11 year old Kaavya Singh.

A majority of the prizes were won by the students of the Academy of Music, Pune.  A press conference of all the prize winners can be arranged.

The festival culminated on November 19, 2017 with an Honours recital presenting the winners in performance and the awards ceremony

This is a unique festival fostering musical performance, learning and interaction among budding young talent across the country. MusiQuest 2017 is the sixth edition of this popular festival.  The 2017 festival drew a response of 125 participants and 21 teachers from across the length and breadth of India.

Each of the divisions (Preliminary, Junior, Intermediate and Advanced) were awarded three attractive prizes packages including Cash, music Books etc.  Several international music publishers have supported the event with book prizes.  Additionally prizes were awarded for the original composition, Jazz/Popular categories as well as for ensemble (piano duets, two piano and concertos). 

MusiQuest is a private non-profit festival and operates solely on the receipt of entry fees and program advertising and is further supported by The Academy of Music in Pune and the Framroz Foundation.

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Daiwa announces the launch of its latest Smart Android TV D32C4S priced at Rs. 15490/-

•         Suits Indian Power Consumption & Indian Cinema Mode
•          Box Speakers with 1GB RAM & 8GB Internal Storage
•          A+ Grade Panel which brings vivid Display

Daiwa committed to bring the latest technology to India at budgeted prices, announces the launch of its newest 32inch Smart TV “D32C4S” equipped with a host of functionalities, impressive pictures and a super slim design, that not only upgrades your living room but demands to be admired.

Add more vibrant colors to life with more power, more performance and more beauty at the best budgeted prices.

Clear and Detailed view: With its display resolution of 1366*768, the HD ready TV delivers breathtakingly real and immersive viewing experiences, enhancing colour and contrast for the crystal-clear view. Enjoy everything with refined image quality.

Whose Smart now: Delivering a stable deeply integrated Android support, the TV runs on an optimized enhanced Dual Core Processor with 1GB RAM + 8GB Internal Storage that brings the seamless experience because of its quick response time. Giving you easy access to Internet with built-in WIFI support, the television is pre-loaded with several apps namely Netflix, You tube etc. The TV also shuts the applications running in the backdrop when not in use, which not only frees your RAM but also enhances your TV performance.

Superior Audio Precision: Boasting, 2*10W powerful in-built ‘BOX’ speakers, you can also connect your LED TV with Sound Bar or AV receiver through HDMI cable with the help of ARC Function, & play host for movie nights and cricket matches with friends and family. You also get an option to choose between 5 different music modes to get clearer, more powerful sound.

Extensive options for Connectivity: Hosting extensive connectivity options ensures you surpass smart android TV experience. With 2HDMI, 2USB and CO-AX output port you can easily connect your media devices for a top notch viewing experience.

In-Built mouse Remote: Incorporating pioneering features, the TV is tagged with the remote, with an built-in mouse, which makes navigating through the Television easier and quicker.

Lastly, its screen Mirroring Technology enables you to preview the tabs of your phone in your TV, at one go. Equipped with several features and energy efficiency programs, the Power saving mode automatically adjusts the backlight and brightness of your TV, which also helps reduce the stress and fatigue to your eyes while viewing TV in dim or darker rooms.

The TV, made in India comes with an option of 2 Years warranty and is available with leading online stores with Amazon, Flipkart, Paytm, Shopclues, Snapdeal and Ebay.

Additionally, after buy the TV could also be registered on ‘My Daiwa’ service app for extended warranty and after Sales benefits. It could be downloaded from the Google Play Store.

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Forever 21 brings Vidya Vox, Global YouTube Sensation to Pune

~Vidya Vox launches the new store at The Pavillion Mall, Pune~

Pune, November 16, 2017:  Forever 21, one of the most loved international fast fashion brands from Los Angeles, California, and part of Aditya Birla Fashion and Retail Ltd. partners with Vidya Vox, global YouTube phenomenon in India.  The sensational singer launched the new store of Forever 21 at The Pavillion Mall, Pune, today.  Popular for her ingenious mashups, Vidya Vox has been creating successful hybrids by mixing the music of leading global artists and has nearly 300 million views on YouTube with more than 3.5 million subscribers on her Vidya Vox channel.

Forever 21 is the title sponsor of ‘Vidya Vox Kuthu Fire Tour’ which will have Vidya Vox performing live across six cities. She will be performing in Pune on 17th November at Namora Rounds.

Speaking about this initiative, Rahul Jhamb, Brand Head, Forever 21 said, “We are proud to partner with Vidya Vox and Radio Mirchi for ‘Vidya Vox Kuthu Fire Tour’. As an exciting fast-fashion brand from Los Angeles (USA), which has brought new collections in association with budding music stars like Justin Skye, Khaled etc. and music events like Coachella, this association helps us take our consumer engagement a notch higher. Forever 21 is loved worldwide by the young fashionistas, and through this event we provide our consumers with this fantastic opportunity of meeting Vidya Vox in person. Forever 21 believes in providing endearing experiences that resonate with the young audiences and this partnership further reinforces our position as the gen-next brand. At Forever 21, we aspire to make the latest global runway trends accessible to fashion-conscious millennials by introducing new styles every week, thus ensuring that we are the most preferred fashion destination in India”.  

Vidya Vox, added, “I am super excited to be touring with Forever 21 Mirchi Live. A big shout out to my fans in Pune, I look forward meeting you at Forever 21 store in Delhi, Bangalore and Kolkata.  I do hope you enjoy my concert. I love you all and thank you for all your love and support so far, I’m truly grateful.”

Marking a new chapter in India’s fashion scene, Forever 21’s store at The Pavillion mall, Pune houses the latest Holiday Collection. Complementing Forever 21 apparel and accessories, the store will also feature its in-house brands, including 21MEN™, a line of fresh, fast fashion for men; and Forever 21’s lingerie and shoe line. 

Forever 21 hosted an exclusive Meet & Greet with Vidya Vox for the top 10 best dressed customers as well as its digital amplification contest “ Scream Kuthufire “, while the first 200 customers received gift cards worth Rs 500 each. Forever 21 also created a special section called the ‘Happy Queue’ where consumers were entertained with exciting giveaways and games.

About Forever 21

Forever 21 is a California-based fast fashion brand that entered the Indian market in 2010 and has considerably grown since then. With 18 stores in major cities in the country, it has built a strong market for itself and has already become a brand of choice for many fashion conscious women.

In July 2016, Aditya Birla Fashion and Retail Limited acquired the exclusive online and offline rights to Forever 21’s India network. The partnership between Forever 21 and ABFRL marks a milestone in the creation of the largest integrated branded fashion player in India, with a strong foothold in the women’s wear segment, given the growing popularity of fast fashion and the young demographics of the country.

Forever 21 in India offers clothes and accessories for Men, Women and Girls. With growing demand for its trendy street wear and subtle contemporary pieces, the brand launched its exclusive website (www.Forever21.com/In) for the Indian market in June 2014, and now reaches out to its customers in over 300 towns and cities of the country.

About Aditya Birla Fashion and Retail Limited

Aditya Birla Fashion and Retail Ltd. (ABFRL) was formed after the consolidation of the branded apparel businesses of Aditya Birla Group comprising Aditya Birla Nuvo Ltd.’s (ABNL) Madura Fashion division and ABNL's subsidiaries Pantaloons Fashion & Retail Limited (PFRL) and Madura Garments Lifestyle Retail Company Limited (MGLRCL) in May 2015. Post the consolidation, PFRL was renamed as Aditya Birla Fashion and Retail Ltd. ABFRL is India's No 1. Fashion Lifestyle entity, growing at a rate in excess of 20 percent over the last 5 years. ABFRL altogether hosts India's largest fashion network with over 7,000 points of sale across over 375 cities and towns, which include more than 2,000 exclusive ABFRL brand outlets.

For further information, please contact:

Janet Arole | Head – Corporate Communications – Apparel & Retail Business (The Aditya Birla Group) | janet.arole@adityabirla.com

Kirti Khemchandani | Ketchum Sampark | kirti.khemchandani@ketchumsampark.com | +91 9820550976

Prachi Vedant | Ketchum Sampark | prachi.vedant@ketchumsampark.com | +91 9967471074

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Miniature Artist Suvigya Sharma awarded by the Asia Book of Records

Felicitated for making the First 4D Siddhivinayak Ganesha painting gilded in 24 carat gold

Suvigya Sharma, India’s only Miniature Painting Artist adds another jewel to his crown- gets felicitated with ‘Top 100 Record Holders’ list by the India Book of Records and Asia Book of Records. The book will be extensively circulated over 26 countries across the World.  He has been awarded for making the First 4D Siddhivinayak Ganesha painting gilded in 24 carat gold at the star studded mega event 'Indian Record Holders at World Stage' on 12^th November, 2017 in New Delhi.

Suvigya is renowned globally for his Miniature paintings, Tanjore paintings, Fresco work and Portraits. He has recently been in the news for presenting a painting to our Hon. Prime Minister, Narendra Modi and Vice President, Venkaiah Naidu.  During The Purpose Tour concert in India, the artist commissioned life-size oil on canvas portrait for Justin Bieber and presented it to him.

Sharma is the third generation artist and has commissioned artworks for a majority of industrial & celebrity families in India and the world including most prominent names like the Ambani Family, Mrs. Rajshri Birla, Binanis, Singhanias, Burmans, Piramal family, Sachin Tendulkar, Priyanka Chopra, Rani Mukerji and Kangana Ranaut.

An elated Suvigya Sharma said, “I am really overwhelmed to have received this award and to get featured with 99 other top milestone achievers of the Nation. This inspires me to continue working hard towards nurturing and proliferating miniature art. It is a rare form of art and I really envisage spreading wings to different parts of the world. With the success of this record, the next target shall definitely be getting into the Guinness Book of World Records.”

Suvigya is now focusing on affiliating with the government to create an art ecosystem for the weaker sections of the society through training and skill development.

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Brandzstorm India Marketing launches Elle handbags collection in India

Brandzstorm India Marketing Pvt. Ltd., in partnership with the Lagardère Active Group (French conglomerate) has launched the ELLE handbags collection in India.  The ELLE brand is renowned as the quintessence of French elegance and feminine fashion. The brand brings the unique Parisians’ lifestyle to life through this new ELLE handbags collection made for fashion lovers. The ELLE handbags collection will offer a wide variety of stylish and fashionable bags, reflecting the spirit of the times to appeal to all women.

The ELLE brand also comes with a very positive message and considers women to be actors in society’s evolution. A passion for easy chic and an unshakably positive, can-do attitude are the qualities that ensure modern ELLE Woman always stands out. These handbags are young, vibrant, and stylish; they can have one for all the occasions.

Announcing the launch, Ujjval Saraf, Managing Director, Brandzstorm India Marketing Pvt. Ltd. says, “We are proud to announce the launch of ELLE collection of stylish and elegant handbags in India. These handbags are deeply feminine, timeless design and extremely popular among the youth globally. We are extremely buoyant on consumer preferences we see great potential for the collections of handbags that are colorful and affordable”.

Currently Brandzstorm Marketing distributes and markets in segments of watches, sunglasses and handbags for brands Swiss Eagle,  Gio Collection, Giordano, Pierre Cardin, Superdry, Cross, Fjord and Nuband. The company has forged a strong partnership with all leading multinationals to strengthen its reach in the Indian market. With philosophy for driving brands ahead, Brandzstorm endeavors in offering branded affordable luxury products.

Elle bags will be retailed in leading multi-brand boutiques, shopping malls such as Shoppers Stop, Lifestyle and Central and other independent retail outlets including leading e- commerce sites such as Amazon, Flipkart and Myntra.

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Christmas Cheers with Cake Mixing Ceremony at SSCA with Master Chef Sanjeev Kapoor!

As the festive season gets underway with Christmas and New Year approaching, cake mixing becomes a dedicatory event across India and the World. Cake Mixing is a wonderful event which brings people together in merriment to bake everyone’s favourite exquisite delicacy – The Christmas Cake and the Plum Pudding. Christmas is no convivial without the traditional Christmas cake, and baking is not an easy task… the preparations start months before the big day! This ritual is celebrated and marked for the birth of Jesus Christ, people organise it as an event to spread warmth and joy of the mesmerising festive season of Christmas. Not only Christians but also people from other religions have started celebrating it.

SSCA celebrated ceremonial cake mixing with Master Chef Sanjeev Kapoor, Dr. Vidya Yeravdekar, Pro Chancellor Symbiosis International University, Chef Atul Gokhale, Director Symbiosis School of Culinary Arts and and Chefs and Chef-Students of SSCA on 14^th Nov at the state-of-the-art Culinary Labs of Symbiosis School of Culinary Arts at Lavale Campus.

Cake Mixing is a fore token of happiness and well being, it dates back to the 17^th century in Europe. The method of Cake mixing consists of dry fruits like raisins, black currants, prunes, glazed dates, cherries, candied oranges peel, nuts like cashew, pistachios and almond, mixed together in wine, spirits, honey and fresh juices. The alcohol is profusely added into all dry nuts and berries along with magic of freshly ground spices.

The ceremony involves tossing all dry ingredients in the liquid mixture till a point where all the dry ingredients are immensely coated with the liquid, which is then steeped for over a month in a dry sealed glass bottle. This mixture requires frequent stirring to make sure that all the nuts are enough nicely steeped in the mixture.

Happy cake mixing to all you cake crazy people out there!

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Makani Creatives conceives 2 new Ad films for Metro Shoes featuring Katrina Kaif and Sidharth Malhotra

Makani Creatives further builds on the Metro Shoes, ‘Find Your Pair’ campaign by creating 2 engaging films featuring Katrina Kaif and Sidharth Malhotra as brand ambassadors. Being one of the largest footwear brands, Metro Shoes with its current positioning ‘Find Your Pair’, connects with an audience which is in love with shoes.

Aiming at strengthening Metro’s presence in the footwear wardrobe, the campaign brings out the brand’s personality in a light and fun way. The key mediums of the campaign include Print, Theatre, Outdoor and Digital. 

The ad film featuring Sidharth Malhotra shows a playful repartee between Sidharth and his dog, wherein the dog helps him select his shoes, thereby establishing an emotional connect . In the ad featuring Katrina, her Granny is seen hiding a shoe, trying to engage her into conversations so that her grand-daughter doesn’t leave. The shoe plays a key role acting as an emotional connect between the relationship of a granny and her grand-daughter. Metro Shoes are seamlessly integrated and showcased in a fun manner to bring a smile on to the viewers’ face.

The films have a fun and playful tone. They portray the joy and playful experience of selecting a pair of shoes. The print is more authoritative with the celebs highlighting Metro Shoes as their personal choice.

Metro is a legacy brand in India, with its presence since 1947. Being associated with Metro Shoes for a decade, Makani Creatives has witnessed the brand’s growth through various phases. “With the huge splurge of international, local and .com brands, we felt the need to highlight Metro as a contemporary brand, a brand which has always been evolutionary and in sync with the latest trends. Metro has a huge loyalty base and we decided to reach out to a wider audience while maintaining the warmth of a home-grown brand”, says Sameer Makani, Managing Director, Makani Creatives.

“A dynamic rising star, Sidharth Malhotra has that quintessential spark of youth and charm which fits well with the brand’s evolutionary vision. Katrina Kaif on the other hand is Bollywood’s Diva! Her classical beauty reminisces Metro’s lineage and her varied sense of style is in sync with the brand’s versatile collection. We look forward to this dynamic association”, he added.

Ms. Farah Malik, Managing Director and CEO, Metro Shoes says, “The idea of the films is to showcase the delight of finding your pair of shoes which is what we have always aimed for with our brand Metro Shoes. We are happy with the constant endeavours taken up by Makani to facilitate us with ideas that connect and relate well with our audience.

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Nimesh Dwivedi’s Debut book ‘MARKETING CHRONICLES’ presents a compendium of Global and local marketing insights from the pre-Smartphone and post-Smartphone eras

Consumer marketing and financial services veteran Nimish Dwivedi has released his first book ‘Marketing Chonicles’, a compendium of Global and local marketing insights from the pre-Smartphone and post-Smartphone eras. From a marketing professional, practitioner and observer, this compendium will be useful for all students of marketing and practitioners. Filled with concepts explained through real examples and cases, the book focuses on insights, interesting concepts and informative observations. The book covers a vast spectrum of marketing subjects from branding concepts to unique media strategies to segmentation to the power of measurement and metrics.

The book released by Notion Press has been created in two parts – Part 1 focuses on Pre Smart Phone Era insights and Part 2 on Post Smart Phone Era Insights. This is noteworthy because the entire marketing framework has undergone a tectonic shift after Smart Phones have become mainstream. All the old rules of branding do not exist or have got fundamentally recast. The “Chronicles” aspect is also important as each concept is linked to a particular year and mentions the brands and campaigns that were relevant during that year. Many of these memorable campaigns and brands may not be known to a whole new generation.

Few Insights from the book:

·         Take the evolution of the concept of conventional “Product Placement” to the evolved “Product Characterization”. Now think about 1999 –where the most feature rich phone was the “Nokia Communicator” and movies like The Saint starring Val Kilmer were popular. Indian audiences could not forget serials like “Wagle Ki Duniya” and a certain brand whose spokesperson was “Lalitaji.” The entire concept is explained using these examples which will help new age readers get a glimpse into that era.

·         Another unique concept in a world dominated by price offs and promotions is that of “Category Catalysts” and how in 2002 brands in various different categories like Gillette, Allen Solly, Add Gel pens and even Aquafresh toothbrushes became catalysts for their category.

·         Media planning in 2006 when customers were transforming from ‘passive viewers” to “enabled information seekers” and a totally different 360 degree view based media strategy that this entailed! Also what brands like BMW did during these early stages where the internet was about to become an integral part of our lives

·         The unique theory of “Customer Interaction Models” which is critical in the post Smartphone era. And how in 2009 Apple had already started harnessing this concept.

·         During the financial recession of 2009 how Japanese brands ranging from the 100 Yen Stores to fashion brands like Uniqlo harnessed the recession opportunity and emerged as winners

·         Human beings may or may not believe in afterlife. But do brands and categories have an afterlife? Laced with real and unique examples from 2009 and before, this is a unique perspective on not just the evolution and the death of brands but on their afterlife.

·         Can marketing metrics be adapted to measure an entire metropolis specially Mumbai which has seen the worst of flooding and other disasters? A 2010 perspective that only becomes more relevant with each passing year

·         Everyone knows about the 4Ps of marketing but in this rapidly changing world a Fifth P had strongly emerged by 2010. Read all about it in this book

·         The crucial importance of the First Impression Factor concept in building brands and establishing loyalty. Full of examples and experiences from 2016 and before. Read about this concept and imbibe it with ease in this book

·         In an era of sub segments, micro segmentation and the segment of one –is there any segment that has not been explored fully by marketers. That too in 2016. Yes. Read about it and then gear yourself up to explore its potential whichever business you are in!

The book is replete with many such concepts simplified through case studies without any complexity. Easy to read, easy to imbibe and easy to practice!

About the Author:

Nimish V. Dwivedi is a consumer marketing and financial services professional who has observed the changing and emerging landscape of marketing through living and working in Japan, Hong Kong, Singapore, UAE and Vietnam, besides always observing  India outside in. Having graduated with a marketing major from one of   India’s top business schools - Jamnalal Bajaj Institute of Management Studies, Nimish has had the privilege of working with and learning from some of the best marketing professionals in the industry.

Starting his career fresh out of campuses an Executive Trainee at Asian Paints, Nimish has worked in senior leadership roles at Citibank, Standard Chartered, Paypal, Mashreq Bank and is currently the Business Director Cards and Payments at VP Bank - FE Credit based in Vietnam. Nimish has been able to practice and execute his marketing perspectives besides being a keen observer and an enthusiastic chronicler of the emerging marketing landscape specifically in India besides in various other parts of the world.

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