MAM
Bacardi launches ‘Bacardi Together’ Campaign
NEW DELHI: Bacardi India, a subsidiary of Bacardi Limited, has announced a global campaign called ‘Bacardi Together‘.
The brand, which is positioned as bringing people together to create memorable experiences, has launched this campaign with an aim to remind people to spend more joyous moments with friends and family.
Through its Global Monitor Study, Bacardi found that human relations and human connections are growing distant day by day. And through this campaign, the rum brand aims to help people overcome barriers creating opportunity for people to connect and value the joys of being together.
The rum brand has collaborated with Randolph Correira, a music producer and part of the rock band Pentagram and electronica duo Shaair n Func to create a base track.
The track was uploaded online for music lovers to listen to, and to add too. Over 30 days, many across the country contributed to the track, along with leading Indian musicians. Artists such as Monica Dogra, Raghu Dixit, Vishal Dadlani and bands such as Swaratma and Zero were some to note.
Bacardi also tried to touch music lovers across the lead cities of Delhi, Pune and Bangalore across a single weekend at the most popular malls in the cities.
Using the medium of Drum Circles at each venue, conducted by celebrated percussionists such as Sivamani, Montry & Jishnu (Swaratma) and Amit Kilam (from Indian Ocean), Bacardi helped to reveal to all onlookers the power of getting Together. By the end of the Drum circles, all participants – mostly novices – came together to produce one, unified sound that truly broke down barriers and helped people connect with each other.
A wholly owned subsidiary of Bacardi Limited, Bacardi India held a press meet here to announce the global campaign “Bacardi Together” for its eponymous flagship brand in India.
The “BACARDI Together Movement” aims at helping people overcome barriers, creating opportunity for people to connect and to enjoy the simple yet profound joy of being together, of having a personal, one on one connection.
In India, to kick-start the “BACARDI Together campaign”, Bacardi decided to play on the social nature of human interactions and chose “Music” to bring people together, for them to sing and speak one language, the language of “Togetherness”.
Brands
Flipkart completes reverse flip to India ahead of IPO
Walmart-owned e-commerce giant shifts domicile from Singapore to Bengaluru
MUMBAI: Flipkart has completed its restructuring to move its parent company from Singapore back to India, marking a key milestone as the Walmart-owned marketplace prepares for a potential initial public offering on Indian stock exchanges, ET reported, citing people aware of the matter.
The move, often referred to as a “reverse flip”, relocates the company’s legal home to India and aligns its corporate structure more closely with its largest market. It also clears an important regulatory step for Flipkart as it explores listing plans.
As part of the restructuring, several Singapore-based entities have been merged into Flipkart Internet Private Limited, which will now serve as the main holding company for the entire group.
The consolidation brings a number of major businesses directly under the Indian parent company. These include fashion platform Myntra, logistics arm Ekart, travel booking platform Cleartrip, healthcare marketplace Flipkart Health, and fintech venture Super.money.
Under the new structure, global investors including Walmart, Microsoft, SoftBank, and the Canada Pension Plan Investment Board will hold their stakes directly in the Indian entity rather than through an overseas holding company.
The redomiciliation required approval from the Indian government because Chinese technology company Tencent owns around a 5 to 6 per cent stake in Flipkart. Under Press Note 3, investments from countries sharing a land border with India require prior government clearance.
Flipkart had already secured approval from the National Company Law Tribunal in December. With the latest clearance from the central government, the company has now obtained all the regulatory approvals needed to complete the relocation, ET reported earlier.
Flipkart had originally shifted its holding structure to Singapore in 2011 to tap global capital more easily. However, as India’s capital markets have matured, several start-ups have begun returning their domiciles to the country ahead of public listings. Companies such as Razorpay, Groww, and Meesho have taken similar steps.
The company is now expected to move ahead with its IPO preparations and has begun early discussions with merchant bankers. According to people familiar with the matter, Flipkart could file its draft prospectus later this year, setting the stage for what may become one of the most closely watched listings in India’s e-commerce sector.
Flipkart has been majority-owned by Walmart since 2018, when the US retail giant acquired a 77 per cent stake in the company for $16 billion in one of the largest e-commerce deals globally.
