MAM
‘Hello Kitty’ apparel plans brand strategy for India
BANGALORE: Sanrio Co. Ltd, the creators of the ‘Hello Kitty’ brand, have announced in Bangalore the launch of the Hello Kitty apparel collection in India through Twenty One Fashion Studio, its sole licensee and distributor in India.
TOFS is the holder of Hello Kitty license for apparels, accessories, toys and games, footwear, watches, health and beauty, bed and bath, food and beverages, and furniture for the territory of India.
The brand is planning its strategy for India. “Hello Kitty is a brand for females across all age groups. We have to be very careful about our communications so as not to isolate anybody. In other geographies, word of mouth is one of the best ways for brand communication, but we are very careful about the communications by us and our franchisees,” reiterated Sanrio Global Consumer Products President Roberto Lanzi while speaking with www.indiantelevision.com.
“We will be using online also for mass media communications, and will have an India specific Hello Kitty page on facebook. Our US facebook page has over 8 millionlikes, while the Hong Kong page has around 3 million of them,” added Lanzi.
Lanzi furter added, “We have hatcheries supplying eggs in Dubai with the Hello Kitty brand. We also have Hello Kitty bars in other countries where the cream on the cappuccino is Hello Kitty. We will study India before we decide on the strategy for India.”
The character Natasha played by Sumona Chakravarti in the Balaji tele-serial on Sony ‘Bade Achhe Lagte Hain’ sported ‘Hello Kitty’ apparel in number of episodes, as did the character Dimple Chaddha played by Parineeti Chopra in some of the scenes in the 2011 Bollywood movie ‘Ladies v/s Rick Bahl’. This was done voluntarily by the females actors who were aware about the brand, revealed TOFS CEO Muthukumar.
Hello Kitty, created in 1974, is a worldwide social icon with relevance to women of all ages, ethnicities and economic backgrounds as well as an inspiration to artists and designers. Her motto says: ‘You can never have too many friends’.
Hello Kitty products range from mass market items to high-end consumer products and rare collectibles.
Brands
Sting launches ‘Sound of Six’ cricket campaign
Pepsico energy drink ties signature sonic to every boundary hit with Yuvraj Singh and Ravi Shastri.
MUMBAI: Sting just turned every six into its own personal anthem because nothing says “energy” like a boundary that hits different notes. Pepsico India’s Sting energy drink has rolled out the latest chapter of its sonic branding with “Sound of Six”, a nationwide campaign syncing the brand’s signature “Sting” sound to the varying power of cricket sixes this season. The push positions Sting as the audio heartbeat of high-octane moments on the pitch, using its sonic identity to “qualify” shots from gentle lofted clears to monster maximums.
The launch film, featuring cricket legends Yuvraj Singh and Ravi Shastri, unfolds on a sunlit ground with playful banter that builds into a sequence of escalating hits. As Singh smashes the ball, he quips that the length and force of the shot should dial up the intensity of the Sting sound. Shastri’s commentary ramps up accordingly, riffing on the brand name with escalating flair to match each strike’s energy turning a simple boundary into an audible spectacle.
Pepsico India category head for energy portfolio Diksha Bajaj said, “Cricket is a major passion point in this country. Our campaign is rooted in the insight that no two sixes are the same. We set out to use the Sting sonic identity as a qualifier that redefines every hit.”
Yuvraj Singh added, “This campaign turns the feeling of hitting a six into something fans can hear. It is bold and matches the intensity of the game.”
Ravi Shastri chimed in, “Commentating on a six is an exhilarating part of the game. This campaign adds a new dimension by introducing a distinct sonic. The idea of owning the sound of every six is relatable for fans.”
Leo Burnett South Asia chief creative officer Vikram Pandey noted that pairing Singh’s power-hitting with Shastri’s iconic voice lets the brand relive cricket’s electric moments through a fresh, auditory lens.
The campaign will air across television, digital platforms, and social media, timed to catch the fever of the ongoing cricket season. For fans who live for the roar of the crowd and the crack of the bat, Sting’s betting that the next big six won’t just be seen, it’ll be heard loud and clear.
