MAM
Sri Sri Tattva runs #AskSriSriTattva campaign in regional languages on ShareChat
MUMBAI: Amidst COVID19 crisis worldwide, Sri Sri Tattva has announced a four-day #AskSriSriTattva campaign on ShareChat platform, in seven major regional languages including Hindi, Gujarati, Marathi, Tamil, Telugu, Malayalam and Kannada. The four-day campaign launched by the brand aims to drive awareness around Ayurveda and to address queries on boosting immunity and taking preventive measures in this tough situation.
As a part of this campaign starting 30 March 2020 on ShareChat, users are invited to post their questions to learn about healthy practices through Ayurveda and lifestyle improvements. Ayurveda Vaidyacharyas of Sri Sri Tattva would answer these questions from different locations across India, in the languages of users choice, via video posts on ShareChat.
Commenting on the Campaign, #AskSriSriTattva, Tej Katpitia, CEO, Sri Sri Tattva CEO Tej Katpitia said: "It is a testing time for our country and the world. It is each individual's responsibility to be a part of the solution, the most basic need being social distancing and staying at home. Those in essential services need the prayers and support of the entire nation. Sri Sri Tattva's efforts for driving the #AskSriSriTattva campaign in seven regional languages on ShareChat aims at educating the masses on the benefits through Ayurveda to build ones Immunity and we are sure that with ShareChat's reach there will be last mile reach in connecting regional audiences. We hope that our initiative will be able to help people in taking measures to safeguard their health and wellbeing in these times."
MAM
How beverage brands are rethinking marketing strategies for weather-led demand
SLMG Beverages Private Limited joint managing director Paritosh Ladhani.
MUMBAI: As Sun climbs up the hemisphere, summer has clearly arrived in India. On 7th March 2026 Delhi registered a maximum temperature of 35.7 degrees Celsius which is the highest reading logged for the first week of March in the last 50 years. Climate Change has been prolonging summers by causing earlier spring warming, delayed autumn cooling, and more frequent, intense heatwaves that persist for much longer periods.
In an endeavor to stay ahead of the curve, Beverage Brands are shifting from fixed seasonal marketing tactics to weather responsive strategies backed by data-driven insights, flexible campaigns, and diversified portfolios to capitalize on unruly temperature spike. In 2025, India’s beverage market experienced a massive, heat-triggered surge with carbonated drinks and ice cream volumes spiking 20–25 per cent in the March quarter itself on the back of hottest February in 125 years.
Clearly campaign timelines are being advanced to reap the seasonal shift in line with the jumping mercury. In the Indian context where Cricket is nothing short of religion, big ticket tournaments like T20 World Cup, Indian Premier League, ICC Champions Trophy provide plethora of opportunities to calibrate marketing campaign designs and associated business strategies to associate refreshment with community viewing both outdoor and indoors. A new trend that has taken the world by storm is that of booking the theatres for bonhomie viewing. It has also opened avenues for joint marketing initiatives by the Multiplex and Beverage Brands.
Price disrupting small potions and value packs tend to drive significantly higher volumes owing to volumetric flexibility and affordability to the consumers. Ramping up of cold supply chains for transit and at point of sales (POS) are strategic business imperatives that again define success of beverage brands.
In the era of AI and Big Data it is easy to track and calibrate messaging based on daily or weekly weather changes. Geo-targeted digital advertisement campaigns are also being run during heatwaves to make the business and marketing imperative very contextual. These pre-emptive strategies fueled by real time data and technology immensely help beverage brands to adjust supplies to the areas that are likely to generate more demand.
Novelty brings premium to the FMCG Sector and Beverage Brands are no exception. Newer SKUs build up excitement in consumers besides imparting the scope of frequent revitalization of brand marketing campaigns. Ensuring continuum of supply chain across material suppliers, logistics providers, distributors/wholesalers, and retailers become a strategic business strategy imperative for beverage brands during peak season.
Carbonated drinks among other beverages including packaged mineral water sell like hotcakes in summers, a period where holiday season gives big impetus to sales volumes. Tying up with air carriers railways, amusement parks, malls, convention centers for inclusion in the onboard beverage deck also holds a big window of opportunity for brands.
Limited period diversification into special summer categories entailing juices and functional beverages to capture the broader hydration market is also a business cum marketing imperative that beverage brands eye on. This also brings to fore the responsible side of the brand placing the compass on wellness of consumers.
Seasons are cyclic, hence summers are inevitable. Further, due to anthropogenic climate change, summers surely have been staging prolonged appearance that keep bringing beverage brands on to their drawing boards frequently for strategizing business and marketing campaigns that are agile, refreshment-focused, visually dominant in retail, affordable, and optimally promoted through seasonal campaigns in above and below the line media.
