MAM
Voltas Beko redefines brand engagement with ‘Factory of Happiness’
Mumbai: Voltas Beko, a JV between AC brand, Voltas, and Europe’s leading free-standing consumer durables player, Arçelik, is proud to announce its first-of-a-kind “Factory of Happiness” campaign, a pioneering initiative aimed at redefining brand engagement with its customers and to build trust among our consumers. The campaign successfully captures the reaction of influencers as they walked through the ‘Factory of Happiness’. The idea of the campaign is to establish Voltas Beko as a brand that believes in transperancy. This creative endeavor showcases Voltas Beko as a trusted partner in everyday happiness by bringing a group of lifestyle, technology and food influencers to its cutting-edge manufacturing unit in Sanand, Gujarat.
In a move that exemplifies Voltas Beko’s commitment to authenticity and immersive brand experiences, the campaign invited social media influencers to witness its intricate processes first-hand. The influencers were offered access to the ‘behind the scenes’ operations of Voltas Beko’s innovative, sustainable and technologically advanced products. These influencers served as bridges between the brand and real consumers, paving the way for a new era of customer-centricity and trust.
Inside the Voltas Beko factory, the influencers embarked on a captivating journey, witnessing the creation of home appliances from scratch. The intricate machinery, state-of-the-art robotics, and meticulous processes showcased the factory’s excellence in manufacturing. The influencers were also impressed with the workforce which consists of 70 per cent of women, happily working in the factory. As they delved deeper into the heart of the factory, the influencers were introduced to the meticulously designed features in refrigerators and washing machines. They were quick to note that Voltas Beko’s approach to manufacturing revolves around the customer’s needs, and this holistic experience left an indelible impression on them, reinforcing their trust in the brand.
Voltas Beko CMO & head of marketing Prasenjit Basu said, “The ‘Factory of Happiness’ campaign is an exciting leap forward in our journey to connect with our customers on a more personal and immersive level. Consumers today seek authenticity and a genuine connection with the brands they trust. Influencers have become a bridge between consumers and the products they choose to invite into their lives. Our aim was to provide them with an immersive experience within our state-of-the-art facility with full transparency so that it builds trust for the brand and its products. This campaign is a testament to our commitment to redefine brand engagement, establishing us as a trusted partner in delivering everyday delight to our valued customers.”
Through the campaign, the influencers got a chance to witness first-hand the creation of a wide range of consumer durable products, including refrigerators, washing machines, dishwashers, and microwaves. As pioneers in home appliance innovation, the campaign displayed our latest and futuristic range in a manner that truly resonates with the consumers. This activity provides unparalleled insights into the “Make in India” initiative of Voltas Beko.
MAM
Sameer Nair steps down as CEO of Applause Entertainment
Veteran media executive exits after a decade at the Aditya Birla Group-backed studio.
MUMBAI: After a decade of calling the shots, Sameer Nair is taking a bow from Applause Entertainment. The veteran industry leader and CEO of the prominent content studio is stepping down from his role, according to sources familiar with the development. This marks a significant leadership transition at one of India’s key players in the television and digital content space.
Applause Entertainment, part of the Aditya Birla Group, has built a strong reputation under Nair’s leadership for its high-quality adaptations of international formats and a slate of original series across OTT platforms. Nair, who joined the company a decade ago, was instrumental in shaping its growth and positioning it as a notable force in India’s evolving streaming landscape.
Prior to Applause, he held senior roles at major media organisations, including Star India, where he played a pivotal part in the launch of the iconic show Kaun Banega Crorepati in 2000. He also worked with Balaji Telefilms and NDTV Imagine.
It remains unclear who will succeed Nair or what his next professional move will be. Queries sent to Nair did not receive a response, and Applause Entertainment declined to comment on the matter.
His exit comes at a time when the Indian content ecosystem is undergoing rapid changes, with streaming platforms recalibrating investments, focusing on profitability, and adjusting content strategies amid shifting viewer preferences and increasing competition.
Industry insiders suggest the transition could signal a strategic reset for Applause as it navigates the next phase of growth.
In the fast-paced world of Indian entertainment, where hits can fade as quickly as they rise, Sameer Nair has enjoyed a remarkably steady and influential run. As he steps off the stage at Applause, the spotlight now turns to what comes next for both the executive and the studio he helped build.
