MAM
Brands show human side amidst Covid2019 crisis
NEW DELHI: While the Covid2019 pandemic came out as probably the most devastating blow to the business world as well as to the society, it also brought forth a number of heartening stories of human kindness and support. Be it the on-ground coverage that several news reporters are doing or the warm hospitality that the hospital staff and police personnel are showing, or the exceptional support that several social workers and famous personalities have extended to the underprivileged, we saw humanity raising its head high on many occasions. Indiantelevision.com had also covered how the pandemic even brought brands and agency partners closer.
Not just that, many brands rose above their usual business and indulged in great deeds of public service too. Be it ACC Trust spending close to Rs five crore to help the migrant labours and villagers around ACC Cement’s factories or Relaxo and Metro Shoes donating footwear to the large exodus of migrant workers fleeing to home on feet, there have been ample examples of brands extending a helping hand in time of this unprecedented crisis.
Speaking about the varied initiatives that Metro Shoes has taken to support the community, VP–marketing and e-commerce Alisha Malik told Indiantelevision.com, “The pandemic brought the country and the economy to a staggering halt. While it impacted each one of us, the migrant workers were the most affected. Their struggle to meet their basic needs of food, shelter, financial security and reach their homeland was heart-wrenching. We felt that it was important for us to do our bit to support them in the time of crisis and that is how we came up with the Metro Cares Initiative.”
Under the initiative, the brand provided ration kits to daily wagers with the help of Salaam Bombay Foundation and footwear to all those in need on their journey back home with the help of United Way of Mumbai and the Rotary Club. PPE kits to hospitals and masks to policemen were also provided with the help of United Way of Mumbai.
Sanitary napkin brand Pro-ease from the house of RSPL distributed over 10 lakh sanitary pads to frontline warriors managing the crisis.
RSPL director Rohit Gyanchandani shared, “We came across a few news reports and on-ground stories of how sanitary napkins were in short supply and women were facing difficulties due to that. Coupled with that we were also witnessing a phenomenal selfless service from corona warriors of both genders. When we put these two stories together, we as a team wanted to do our bit and came up with the idea of distributing 10 lac pads to women corona warriors free of cost as a small token of appreciation from Pro-ease.”
He added, “In times like these when the whole nation is going through a crisis, I think it’s imperative for everyone to do whatever little they can to help in whichever way possible. Whether you are a citizen or a brand, the fact remains that you ought to do the things you can, to make a difference for the better.”
The brand also launched a powerful campaign #RoktiHoonRuktiNahin created by ADK Fortune to salute these female superheroes.
ADK Fortune VP and ECD Nakul Sharma shared his experience of working on the campaign by saying, “The experience was first of all very humbling. Because the gravity of the fight put up by corona frontline warriors, especially women suddenly hit us in the face.”
Congratulating the brand on taking up this great initiative, he added, “Pro-ease had a solid proposition and decided to be a doer and not just a talker – which frankly makes all the difference in these times. These initiatives give clients a chance to show their human side as well. This epidemic is a time like no other and frankly keeping quiet is not an option. People want to know and hear from their brands and expect them to have a human point of view.”
Malik also highlighted that it is very important for brands to participate in supporting the community in difficult times as she said, “As important as CSR is for the community, it is equally valuable for a company. It is important for brands to stand up for causes that matter. In fact, in such times, it is important that each one of us takes a step towards helping all those in need. We are glad that we had access to resources that could help the migrant workers in their journey back home.”
Brands
Sony Pictures Networks India names Shruti Aneja as lead – agency partnerships & key network initiatives
Aneja takes charge to deepen agency ties and boost revenue across Spni channels
MUMBAI: Sony Pictures Networks India has appointed Shruti Aneja as lead – agency partnerships, signalling a fresh focus on closer collaboration with advertising agencies and a sharper push for revenue growth across its channel portfolio.
In her new role, Aneja will chart strategic engagement with agencies, unlock new revenue streams, and nurture long-term partnerships. Her mission includes driving sales performance, adding value for clients, and delivering inventive solutions for advertisers — cementing Spni’s position as a preferred media partner.
Aneja brings over 12 years of experience with Spni, having risen through the ranks from manager to associate vice president. She has led high-performing sales teams across key clusters including sony hindi gec, free-to-air channels, and english entertainment channels like pix, axn and bbc earth.
Her track record includes driving integrated ad sales for popular shows such as Celebrity MasterChef, Indian Idol and Superstar Singer, pioneering first-time brand integrations, and repositioning channels for maximum impact in both urban and rural markets.
Aneja’s approach combines content-first thinking with solution-led selling, focusing on empathy, insight and storytelling that resonates with audiences and brands alike. Colleagues praise her knack for building trust with agencies and clients while spotting innovative ways to convert ideas into revenue.
With this appointment, Spni aims to strengthen its agency relationships and continue delivering compelling advertising solutions that combine creativity with performance.
