MAM
Affle, Samsung launch ‘Cricket Hub’ ad campaign on the net
NEW DELHI: Cashing in on the IPL fever beginning to grip the country, the leading Asian mobile media company Affle has tied up with Samsung Mobile to launch ‘The Cricket Hub’ – a mobile marketing campaign for Samsung’s new Omnia W phone.
As part of this campaign, Affle has created a branded mobile cricket destination (m.thecrickethub.com) on which cricket fans can access unprecedented and unique cricket content delivered within an innovative Samsung Omnia W Windows Phone experience.
The content is being created exclusively by Affle and its partners and includes various off-the-field facts, trivia, news bites, live score and exciting contests.
The user experience is designed such that users when accessing ‘The Cricket Hub’ will experience it in Samsung Windows interface highlighting key product features of the Windows style design, which includes User Interface being built on the “Live Tiles” concept.
Affle regional director, business development Sankalp Mehrotra said: “With the launch of The Cricket Hub, we are confident of creating, nurturing and sustaining an interesting platform for all cricket fans by offering them an inside view of an exciting off-the-field cricket action. What’s even more interesting is that through this launch we have ushered into an era of creating custom branded content properties for top advertisers on the mobile platform. Given the significant growth happening for mobile content consumption, we expect a lot more advertisers to leverage the branded content route to build consumer engagement going forward.”
The Cricket Hub will customise content delivery to highlight key product features. The integration of concepts like “Spotlight”, “My Hub”, “Avatar Stories”, “Live Score”, “Leadboard” and blending of the Windows experience with sticky content are some of the salient features of the platform, which will encourage users to engage with the brand in a simulated environment.
Samsung India vice president Asim Warsi said, “Mobile has become a key medium of consumption for consumers to meet their information and entertainment needs, hence it is an important platform for us to engage with them using this platform. We saw Cricket Hub as an appropriate medium to give our unique Window’s Phone experience and exciting cricket content on the user’s mobile. “
Brands
Godrej Capital’s ‘Do se teen’ celebrates women scaling businesses
Aarohi loans cross Rs 1,000 crore AUM milestone for women entrepreneurs
MUMBAI: Godrej Capital has launched a new campaign, ‘Do se teen’, ahead of International Women’s Day, spotlighting India’s emerging women entrepreneurs and the families increasingly backing their ambitions.
The film centres on a woman entrepreneur preparing to expand her warehouse business from two outlets to three. A brief misunderstanding, when her mother-in-law mistakes the expansion for a pregnancy announcement, quickly turns into a moment of encouragement as the family supports her decision to sign a business loan and grow the venture on her own terms.
The campaign forms part of Aarohi Loans for Women, an initiative by Godrej Capital’s subsidiaries designed to expand access to credit for women borrowers. The programme removes a longstanding barrier in lending by allowing women to apply for loans without a mandatory male co-applicant, giving them greater financial autonomy.
“Across India, more women are stepping forward to build and scale their own businesses, but access to formal credit remains a challenge,” said Godrej Capital managing director and chief executive Manish Shah. “Through Aarohi, we aim to remove some of these barriers and make it easier for women to access capital and grow with confidence.”
Since its launch, the initiative has gained traction among women entrepreneurs. Loans worth Rs 1,890 crore have been disbursed under the programme, helping the portfolio cross the Rs 1,000 crore assets under management (AUM) milestone. The company is targeting roughly Rs 1,200 crore AUM by the end of the current financial year.
Beyond lending, the programme also focuses on strengthening the ecosystem for women-led businesses through financial literacy initiatives, training partnerships and community programmes aimed at building entrepreneurial capabilities.
As part of its outreach, the company recently opened an all-women branch in Pune to deepen engagement with women entrepreneurs and local business networks.
Godrej Capital says the campaign underscores a broader cultural shift: as families increasingly support women’s ambitions, and credit becomes easier to access, women-led enterprises are poised to expand their role in India’s small-business economy.
