MAM
DMA: India unveils new brand identity
Mumbai: Direct Marketing Association: India (DMA: India) has donned a new ‘avatar‘ for its corporate brand to mainstream direct marketing as an overarching arm of marketing.
The logo has been conceptualised by DMA‘s creative agency RAPP. The new strapline of the logo reads ‘Marketing Made Smarter‘.
The new logo has a contemporary look and has used vibrant solid colors to enhance the position of authority and visibility. It has a speech blurb embedded in the D of DMA to signify its dialogue or communications objective, the company said.
DMA: India CEO Vatsal Asher said, “With direct marketing going digital, it was important to introduce a new positioning and a platform which resonates with the modern smart methodology of business. We wanted to give it a modern feel without changing the core identity. The new brand identity of DMA: India is based on the rebirth of direct marketing in the digital age and communications around it. We found the RAPP approach to be thorough and insightful. Their strategic thinking and drive gives us the confidence to believe that RAPP will be our creative partners in India and we are looking forward to making this convention popular in India with their help.”
Tribal DDB and RAPP India president Venkat Mallikarjunan said, “New age Direct Marketing agencies are taking ahead the good things about direct marketing like the discipline, the performance and ROI focus while not limiting themselves to direct mail as a medium. The re-crafted Direct Marketing agency is now a genuinely new age lead agency with significant skills in new media, new age engagement tools, and new age insight frameworks, as well as, brand thinking. The DMA: India wants to propagate this change and get brand and business leaders in India to take notice. At RAPP we have been the leading edge of this change across the world and are delighted to be partnering the DMA of India in this endeavor.”
Brands
Parachute Advansed rolls out ‘Nariyal wali Holi’
Brand highlights coconut oil protection during festival of colours
NATIONAL: Marico Limited has launched a culture-heavy Holi campaign for Parachute Advansed Gold Coconut Hair Oil, urging consumers to stop dodging colour and dive straight in. The line is punchy: Na na wali nahi, nariyal wali Holi
The premise is simple. Many revellers hold back during Holi for fear of hair damage. Marico’s pitch is that coconut oil protection removes that anxiety, turning hesitation into abandon.
The integrated campaign spans a digital film, dermatologist-led explainer reels on the science of pre-Holi oiling, influencer content, curated starter kits and an on-ground splash at Mumbai’s Marine Drive featuring creators Prannay Joshi and Sneha Namanandi. Each touchpoint reinforces the brand’s refrain: do not run from colour; run towards it.
The hero film, conceptualised by Tonic Worldwide, shows women charging into clouds of pigment: a visual metaphor for fearlessness backed by hair care. The tone is festive, but the strategy is calculated: blend cultural relevance with functional reassurance.
Marico Limited chief marketing officer – India Vikram Karwal, said Holi’s exuberance often comes with concern over hair damage. The campaign, he added, reframes protection as freedom: an invitation to celebrate without restraint.
Marico, listed on the BSE and NSE, reported turnover of $1.3 billion in FY 2024-25. Its portfolio spans Parachute, Saffola, Livon, Beardo and other beauty and wellness brands, with international markets contributing about 25 per cent of group revenue.
