MAM
Snapchat launches the ‘Real Friends’ campaign
The world thrives through connection. Meaningful bonds between people are often at the heart of great art and storytelling, both behind and in front of the camera. A constant reminder of meaning and true value of friendships is important. In line with this on July 30th – the United Nations’ International Day of Friendship, Snapchat announces the launch of the ‘Real Friends’ campaign – its first ever global integrated marketing campaign. The campaign highlights the spirit of the brand and the product, where true friendship is and always has been at the core.
As a part of the campaign, Snapchat connected with various friend-duos from 13 countries, each with a unique tale of their friendship journey. The videos capture their honest, intimate idiosyncrasies and unfiltered but relatable dynamics of these diverse sets of friends including a pair who have been lifelong friends, another a long-distance couple, and even one mother-daughter duo. For the first time ever, the friend-duos also shared a collection of their personals Snaps — 1:1 picture and video messages sent to each other on Snapchat.
In India, Snapchat connected with duos, Zara & Prakriti, who have together overcome anxiety, Ronit & Tanisha, who found a judgement-free space with Snapchat to share zany, quirky and intimate moments with each other, and Ruchi & Sanabh, childhood pals, now in their late 20s and use Snapchat to stay connected despite their overwhelming schedules.
The campaign, through the experience of these duos emphasizes on the core philosophy of Snapchat, which was designed to empower users to be themselves with their real friends. Snap Inc. has also recently unveiled a Friendship Survey that highlighted the evolution of friendship across ages and cultures.
Interesting finds from the survey indicate that interacting with friends, whether in person or online, also leaves us feeling overwhelmingly positive emotions: “happy,” “loved,” and “supported” are the three most reported globally. Of Gen Z and millennials, 61% believe that video and photos help them to express what they want to say in a way that they can’t with words. Snapchat was founded in 2011 on the belief that talking with photos and videos, with our real friends, was more personal and more fun than texting or keeping up on social media. Since then, the platform has evolved but never deviated from this core mission of helping close friends express themselves and be creative together.
Brands
SBI General Insurance appoints Shrish Mahuli as chief business officer
Industry veteran with 24 years’ experience to drive growth and distribution
MUMBAI: SBI General Insurance has appointed Shrish Ramchandra Mahuli as chief business officer, strengthening its leadership team as it looks to accelerate growth and deepen market reach.
In his new role, Mahuli will oversee the company’s overall business strategy, expand distribution channels and drive customer-focused growth initiatives across key markets. The move comes as the insurer sharpens its focus on profitable growth and enhanced customer engagement.
Mahuli brings over 24 years of experience across the insurance and automotive sectors. He has previously held leadership roles at Reliance General Insurance, ICICI Lombard General Insurance and Tata Motors, where he worked on scaling businesses and strengthening distribution networks.
SBI General Insurance managing director and CEO Naveen Chandra Jha said, “We are delighted to welcome Mr Mahuli at a time when the industry is witnessing strong momentum driven by rising awareness and evolving customer needs. His deep domain expertise and proven leadership will be instrumental in strengthening our distribution footprint and driving profitable growth.”
SBI General Insurance chief business officer Shrish Ramchandra Mahuli said, “I am pleased to join SBI General Insurance at a time when the industry is evolving rapidly. I look forward to working with the team to further strengthen the business and drive sustainable growth.”
The appointment underlines the company’s push to build leadership depth and deliver more accessible, customer-centric insurance solutions in a rapidly evolving market.
