Brands
Sri Sri Tattva captures commitment of purity in latest campaign
MUMBAI: Health and wellness FMCG brand, Sri Sri Tattva has launched its new brand tagline ‘Shuddhta Ka Naam’ at the country’s most exciting tournament of the year, Indian Premier League (IPL) 2018.
The brand reinforced its essence of purity through this campaign and aired three television commercials that captured the organisation’s purity of thought, action and products. The television campaign went on air from 7 April across all its networks.
Sri Sri Tattva showcased its commitment to maintain the trust built over years by communicating the significance of purity, good health and happiness in one’s life. The TV commercial indicates how everything done with pure thoughts always turns out to be good and ultimately highlights the authenticity and pureness of the brand’s high quality products.
Sri Sri Tattva MD Arvind Varchaswi says, “Sri Sri Tattva signifies the essence of purity. We have always strived to come out with responsible products that are of use to society at large and will continue to innovate and develop many more and live up to our communication.”
The advertisement picturises pleasant moments in one’s life and the choices made with a pure and good intent. It captures a wedding, honeymoon and hunger scenario in its TV commercials.
Madison World chairman Sam Balsara mentions, “I am delighted to have Sri Sri Tattva as our client. We have created three commercials for their products based on the essence of our understanding of their organisation – purity of thought leading to purity of action and purity of brands.”
The brand intended to highlight its proposition of pure thoughts and pure ingredients during the first match of IPL 2018 as the tournament would see pure excitement and pure energy from the crowd. IPL is large scale event and enjoys a viewership nationally cutting across gender, age and geography.
Madison BMB CEO and chief creative officer Raj Nair adds, “Sri Sri Tattva’s goal is very clearly outlined in their vision for the brand: to promote health and wellness to every household. While Sri Sri Tattva comes with a legacy rich in ayurvedic tradition, the brand presents a truly holistic approach to health and wellness which is carried forward to the amazingly diverse product range across food, personal care, lifestyle and home care as well. This led us to the understanding that purity of thought, ingredients and action was a promise that is truly espoused by the brand. Thereby came the tag line ‘Shuddhta Ka Naam’.”
Brands
Komerz acquires Glassbox to launch creative commerce model in India
Brand storytelling meets AI-driven distribution as Komerz targets $345bn digital market
MUMBAI: London-headquartered commerce platform Komerz has acquired brand and marketing consultancy Glassbox, creating a single integrated system that blends creativity, distribution, and measurable sales.
The move introduces a new “creative commerce” model, combining AI-powered infrastructure, brand strategy, and performance measurement within one platform. By connecting upper-funnel brand building with lower-funnel conversion and repeat purchases, the combined entity aims to provide brands with a seamless growth engine.
Komerz Global CEO Ramesh Krishnamurthy said, “Creative commerce must operate across the funnel. Contextual content, data-led activation and distribution must function as one accountable growth engine.”
Komerz global COO Siddharth Shankar added, “Creative without distribution is theatre. Distribution without brand equity is discounting. Bringing both together lets brands build equity while driving measurable growth.”
Glassbox, founded in 2021 by Geetanjali Bhattacharji and Anil Nair, works across brand strategy, marketing transformation, and integrated communications. Bhattacharji said the integration reflects how “brand building must evolve from episodic campaigns to always-on, data-informed commerce frameworks.”
Komerz, valued around $330 million, operates across the UK, Europe, Asia, and North America. The acquisition will help multinational corporations manage complex global portfolios while enabling challenger and D2C brands to scale across India’s digital commerce market, projected to reach $345 billion by 2030.
With this deal, Komerz is strengthening its global “creative commerce” footprint, following its recent acquisition of US retail measurement firm Pathformance, and positioning itself at the intersection of creativity, commerce, and technology.
