MAM
Close Big Magic launches multi-media marketing campaign across HSM
MUMBAI: Big Magic, the flagship GEC from Reliance Broadcast Network, which recently expanded its reach across Hindi speaking markets and announced a slew of new shows and now kicked off with a multi-media marketing campaign.
The two-month comprehensive and integrated campaign sees a mix of traditional and non-traditional media across television, cinema screens, radio and digital. With a marketing mix that connects with consumers across touch points through the day, will be spread across external media platforms, while also optimising the company’s internal media muscle to ensure mileage. The campaign kick-started last week will run until the end of November.
Commenting on the campaign, Big Magic business head Sunil Kumaran said, “We are rolling out the marketing campaign now that we have our distribution and content in place. This will give a strong impetus to the good growth we are witnessing on the channel. We have created an integrated multi-media campaign ensuring we connect with our audiences through multiple touch points. We are using TV extensively along with Radio, Cinema and Digital to ensure that we reach out to a large base of audience in a short time.”
With a communication built to convey the availability of the channel in more geographies and fresh and newer content, the campaign is aimed at garnering greater eyeballs for its differentiated content. The creative idea is to make Big Magic the destination for the best Hindi television entertainment with a mix of drama, comedy and more.
An exhaustive plan including using television channels ranging music, movie and news, cinema screens across the cities, effective promos on radio, and an engaging digital plan, the campaign has been designed to attract newer audiences and encourage sampling. Ensuring the company’s internal media strengths are part of the plan, 92.7 BIG FM, Spark Punjabi, Big RTL Thrill and Big Magic Bihar & Jharkhand will also be effectively used as part of the plan.
The media mix is designed to deliver maximum impact. Given the audience profile of BIG MAGIC, media selection has been made keeping in the mind the lifestyle and habits of the female television viewer.
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
