MAM
DDB Mudra brings out the benefits of oxygen for OxyLife
MUMBAI: The DDB Mudra Group has conceptualised and executed the re-launch campaign for OxyLife bleach. The objective was to re-introduce the brand with a new identity and premium imagery while strengthening the oxygen promise.
The concept of the idea borrows from the insight oxygen is new news in the skincare category and used it as the highlight of the brand, positioning it as the new miracle ingredient in skincare. The value proposition of the brand is the benefit of natural fairness infused into the skin through the goodness of oxygen.
The brand ambassador for OxyLife is Bollywood actor Minissha Lamba. The TVC narrates the advantages of oxygen with a twist. It shows how Lamba, thanks to her fair and clear complexion, has people yearning to help her out, pay attention to her and wait for her. The commercial highlights the fact that the secret of this complexion is OxyLife bleach. The TVC is produced by Nirvana Productions. A complimenting print campaign has also been launched.
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.
