Brands
Cantabil ties up with ecommerce marketplaces to debut SS’20 collection
MUMBAI: In order to strengthening its omnichannel strategy, Cantabil Retail India Ltd, made its debut in the e-commerce marketplace by entering into a venture with Flipkart, Amazon, Snapdeal and Paytm. With a total of 300+ stores across the country, this is the brand’s first among a series of online-retail initiatives that would be announced over the next year.
Cantabil director Deepak Bansal, in a virtual press conference, highlighted the growth strategy. “As we strengthen our presence both online and offline, we will continue to do whatever it takes to be there for all our customers, employees and other stakeholders. From a business perspective, we are continuously evaluating our ways to scale up cost-effectiveness and improve efficiency levels. While the pandemic has impacted both consumer behaviour and demand, we strongly believe that with trust and confidence that the brand has garnered over 20 years, we will surely come out stronger and stand in good stead.”
The brand also unveiled its spring-summer ’20 collection.
Cantabil CFO Shivendra Nigam said, “E-commerce will play a pivotal role Covid2019 for the retail sector, as it will play a key role in maintaining market equilibrium. It is expected to bring back the sales for numerous retail players and for us, it would definitely be one of the key growth drivers moving forward.”
The apparel manufacturer also plans to invest in digital to provide innovation lead a shopping experience to the customers, "Lockdown has pushed us into increasing our innovation and IT budgets, we are strategising in bringing world-class technology solutions to our brand. We are implementing ERP Navision by Microsoft, which shall be completed by this year," said Bansal mentioned.
Adhering to the guidelines issued by the central and state governments, as well as with the permission from local authorities, Cantabil re-opened all its exclusive brand stores in the orange and green zones across the country. All the stores were rigorously sanitized before restarting the business, the brand also rolled out a Standard Operating Procedure (SOP) to ensure the well-being of both staff and customers.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
