MAM
Mindshare APAC launches adaptive solution suite for brands
MUMBAI: Mindshare APAC has launched FAST (Future Adaptive Specialist Team), a unique solution suite, which aims to provide data led adaptive marketing services to brands looking to make sense of the deluge of data that is engulfing marketing communications.
One of the key headwinds that brands are facing due to this data deluge is the dynamism and uncertainty in the customer journey and the primary purpose of FAST is to help clients take control of the same.
Mindshare’s FAST is the first of its kind in Asia Pacific from any marketing communications company.
FAST comprises six services that clients can choose from or use as an integrated solution. As part of Data Management, powered by The Data Alliance from WPP, FAST provides data advisory services to help clients prepare their data management strategy, and to help them on how they can use technology to make sense of the data.
Performance Marketing is an insights-driven outcome-based service that helps clients harness the power of search, e-commerce and mobile marketing in an integrated manner. With Programmatic Strategy, Mindshare has developed a proprietary architecture that leverages GroupM’s global scale with advanced behavioral targeting that delivers dynamic advertising to the most valued target at the most opportune time.
Real-Time Marketing, hallmarked by The Loop, is an adaptive decision making engine that influences the dynamic consumer journey, using real time insights to drive real time actions.
Finally, FAST provides capabilities in Digital Analytics with tools to better understand the digital trail, attributed right down to the last mile action. And for clients who have rich Enterprise data, Mindshare will integrate its own proprietary data with 3rd party data to provide Big Data services in partnership with Crayon Data by developing brand specific affinity graphs.
Designed specifically for clients with centralized needs, Mindshare has gathered digital specialists from across the network to create five FAST hubs, located in Singapore, London, New York, Shanghai and Mexico City. FAST is particularly open sourced in building strategic partnerships in each of the Hubs to leverage local knowledge and expertise and they are fully integrated within the existing agency teams in the region.
Mindshare Asia Pacific COO Gowthaman Ragothaman said, “In the last 15 days, FAST has built up significant traction, demonstrating its value to our clients and their businesses. It is more than just a concept, it is a step in the right direction – one that is built on a sound understanding of our client’s business needs and their expectations of what the future of media should be. By adding new and evolved capabilities and leveraging off of our global scale, FAST showcases Mindshare’s ability to constantly and quickly adapt to the need of the day, and is poised to be our key differentiator as it begins to deliver results for our clients.”
Brands
Mother Dairy unveils 30 plus products for summer portfolio push
Ice creams, regional dairy and high-protein range drive 30 per cent growth plans
MUMBAI: If summer had a flavour, Mother Dairy is making sure it comes in at least 30. As temperatures climb, Mother Dairy is turning up the chill with an expansive product blitz, announcing a pipeline of over 30 new offerings across its value-added dairy portfolio. Rolled out in phases through the season, the line-up spans indulgence, health, convenience and regional tastes, an attempt to meet India’s increasingly diverse consumption patterns head-on.
Ice creams take centre stage, accounting for around 20 of the new launches. The brand is introducing formats such as a Two-in-One Matka and Tub, alongside a premium ‘Crafted’ range and flavours like Cream Cheese Pistachio Cone and Kulfi Cassata. There is also a clear nod to calorie-conscious consumers, with the debut of a ‘Go-Low’ range featuring variants such as Choco Almond, Shahi Mewa and Kesar Pista Tilla Kulfi.
Beyond indulgence, the company is sharpening its regional play. Products like Jamun Yoghurt and Bhuna Jeera Raita aim to tap into local flavour preferences, while Shrikhand offered in three variants targets western markets. For northern consumers, Meethi Dahi joins the mix, reinforcing a localisation strategy that goes beyond one-size-fits-all offerings.
Convenience is another key lever. Mother Dairy is expanding its UHT milk portfolio with Cow Milk and Standardised Milk in markets such as Jammu and Kashmir, catering to demand for longer shelf-life products without compromising accessibility.
On the nutrition front, the brand is doubling down on protein. Its ‘Pro’ range is being strengthened with Procurd and Propaneer high-protein curd and paneer variants positioning itself within the growing health-conscious segment while retaining its core taste proposition.
The scale of the rollout signals more than just seasonal experimentation. With expectations of over 30 per cent growth across key categories, the company is betting on innovation as a primary growth engine, supported by a mix of traditional and new-age distribution channels.
Marketing, too, is set to match the ambition. High-impact campaigns across ice creams and flavoured milk are in the pipeline, aimed particularly at younger consumers and designed to amplify summer consumption moments.
In a market where heat often dictates demand, Mother Dairy is not just responding to the season, it is trying to own it, one scoop, sip and spoonful at a time.
