MAM
BeBeautiful awards social media mandate to Windchimes
MUMBAI: BeBeautiful, the engagement platform of Hindustan Unilever, has appointed Windchimes Communications to strategise and manage its social media marketing. The Mumbai-based agency will be responsible for optimising the company‘s social media presence and will work towards creating the buzz for its website which is the primary offering.
Part of its mandate also included building stronger relationships with the audiences via engagement on social media platforms like Facebook, You Tube, Twitter and Pinterest.
Five personal care and beauty brand from HUL‘s umbrella – Lakmé, Dove, Ponds, Sunsilk and Vaseline – have come together to form BeBeautiful, which is a platform with services special to each of these brands.
The effort of the agency will be to ensure re-positioning of HUL as the ‘go-to-beauty-expert‘ by strategically reaching out to and engaging audiences.
HUL marketing manager Shalini Raghavan said, “Social media sites today, are a very important source of information and interaction, and also play a major role influencing consumer decisions. With the help of Windchimes Communications, we aim to equip women with the latest in beauty and fashion and provide customised beauty solutions via social media platforms. Windchimes having worked with various industries has the right capability and skills, to engage with audiences on social media platforms. We are happy to be associated with them.”
Windchimes head maven Nimesh Shah added, “We are proud to be social media partners for BeBeautiful. With the growing need to look perfect 24×7, we are confident that BeBeautiful will be successful in connecting with the Indian audiences on the new media front.”
MAM
Sameer Nair shares heartfelt note as he exits Applause Entertainment
After nine years building the streamer’s content engine, one of India’s best-known TV men is moving on
MUMBAI: Sameer Nair is out. The chief executive of Applause Entertainment, the content studio backed by Kumar Mangalam Birla’s media empire, has announced his departure after nearly nine years at the helm, closing the chapter on one of Indian entertainment’s more quietly consequential careers.
Nair, who built Applause from the ground up in its current avatar, oversaw a slate that spanned Indian originals and international adaptations, threading together a hub-and-spoke business model that partnered with streaming platforms, broadcasters and production houses alike. The results were uneven, as they always are in content, but the ambition was not.
In a post on LinkedIn, Nair was generous to his outgoing patron. He thanked Birla for being an “inspirational boss and a great patron of the arts,” and signed off with a cheerful “Au Revoir” and a promise to remain Applause’s biggest cheerleader. Whether that sentiment survives the next chapter remains to be seen.
No successor has been named. Applause Entertainment did not immediately comment.
Nair built the machine. Now someone else has to run it — and in a streaming market that is simultaneously consolidating and convulsing, that is no small ask.
