MAM
DRIM Global’s 2023 growth sets the stage for ambitious 2024 ventures in marketing: Yulia Aslamova
Mumbai: In the dynamic sphere of marketing, there is a singular name that serves as the guiding light – DRIM Global. With a collaboration of innovation, results, and a mission for success DRIM flourished in the year 2023 standing tall as a testament to the dedication to refining the influencer marketing landscape. 2023 reverberated with milestones, accolades, and a continued focus on a performance-driven approach for influencer marketing campaigns.
Revenue Boost
At the core of DRIM’s triumphs lies the success mantra – a 30 per cent surge in revenue in comparison to the year 2022. Innovation and the promise to deliver unparalleled results come into play as they root themselves deep into the performance marketing landscape.
Partnerships with Varying Ventures
In the pipeline of success lies the association with industry stakeholders – welcomed aboard were Myntra, Flipkart Health Plus, Urban Company, Medibuddy, and Skillmatics. In addition, their coalition with established names such as Domino’s, KFC, McDonald’s, Swiggy Instamart, Bankbazaar, Homelane Borzo, and WeFast also bore fruits of dedication and endurance.
Taking calculated steps and prudent business decisions, DRIM Global’s expertise was extended to cover new segments such as BFSI, Home Interiors, Medicine and Pharmaceuticals, Food Delivery Service Aggregators, and Educational Toys (Skillmatics).
Accolades and Acknowledgments
In the unwavering pursuit of excellence, DRIM was bestowed with prestigious Gold at Maddie’s 2023 for counting over 25,000 orders via an influencer–backed performance marketing campaign for McDonald’s South. DRIM Global has previously won the M3 awards, Brand Equity Influencer Marketing Awards, and IMA South, gathering testaments to the unwavering commitment to excellence.
Media Limelight
Amidst the awards and recognitions, the media landscape captured DRIM’s innovative campaigns. It reached across the corridors capturing a space in The Economic Times, Financial Express, The Times of India, HT Mint, Adgully, Social Samosa, Exchange4Media, Media News4U, and Business World Marketing. These coverages in black and white amplified the impact across the various industries involved.
Historical Milestone: CosmoFest presented by Forbes India
CosmoFest presented by Forbes India was a milestone that DRIM made history with in the year 2023. In today’s age, the consumer-centric approach adopted by the brands was a major topic for discussion taken up by Yulia Aslamova, the head of Asia at DRIM alongside Amitkumar Banka from Swiggy, delving deeper.
The audience got an opportunity to witness industry experts bust some myths around influencer marketing via an interactive session by DRIM’s Anwesha Sarker, head of growth, during the illuminating session – DRIM ConQuest. In addition, a delightful conversation about “The Power of Star Creators” took place among top-tier influencers – Divyanshi Singh, Vaibhavi, Vaishnavi, and Aditi elaborating on expediting brand growth.
In-depth trend-spotting strategies were discussed for influencer marketing and brand building by Shreya Sachdev, the CMO at PUMA India. Matching the celebration vibes of influencer impact, Arpan Biswas, head of marketing at AJIO introduced a note of caution. He reiterated the fact that AI is an interesting new entrant in marketing and brings an aspect of novelty but is incapable of swapping human connections fostered via real emotions – finally authenticating influencer-brand relationships.
Commitment towards Society
Beyond gaining the limelight, DRIM Global is committed towards the empowerment of women by offering them the opportunity to return to the workforce. They consciously focus on hiring and training eligible women candidates in the field of influencer marketing. This free training and certification highlights the values of empowerment and inclusivity that the organization stands up for in society.
Vision 2024: Sketching the Future Landscape
With the calendar pages reaching the mark of closure, DRIM looks forward to the next year with well etches plans to expanding its horizons. The visionary goal to double the revenue and increase the team strength by 30 per cent in 2024 mirrors their commitment to scaling up to match an upscaling graph in influencer marketing.
Ending 2023 on a strong note, DRIM Global cements it’s presence as the torchbearer of the performance-driven influencer marketing marathon. DRIM’s vision is a promise and a demonstration to bring in a platter of opportunities. In the symphony of marketing narratives, DRIM’s commitment remains to be a tale of innovation, influence, and a relentless pursuit of redefining the status quo.
AD Agencies
Fevicol releases its last ad campaign by the late Piyush Pandey
The adhesive brand’s last campaign by the late advertising legend Piyush Pandey turns an everyday Indian obsession into a quietly powerful metaphor
MUMBAI: Fevicol has never needed much of a plot. A sticky bond, a wry observation, a truth that every Indian instantly recognises — that has always been enough. “Kursi Pe Nazar,” the brand’s latest television commercial, is no different. And yet it carries a weight that no previous Fevicol film has had to bear: it is the last one its creator, the advertising legend Piyush Pandey, will ever make.
The film, released on Tuesday by Pidilite Industries, fixes its gaze on the kursi — the chair — and what it means in Indian life. Not just as a piece of furniture, but as a currency of ambition, a vessel of authority, and a source of quiet social drama that plays out in every home, office and institution across the country. Who sits in the chair, who waits for it, and who eyes it hungrily from across the room: the film transforms this sharply observed cultural truth into a narrative that is, in the best Fevicol tradition, funny, warm and instantly familiar.
The campaign was Pandey’s idea. He discussed it in detail with the team before his death, but did not live to see it shot. Prasoon Pandey, director at Corcoise Films who helmed the commercial, said the team needed five months to find its footing before they felt ready to shoot. “This was the toughest film ever for all of us,” he said. “It was Piyush’s idea, magical as always.”
The emotional weight of that responsibility was not lost on the team at Ogilvy India, which created the campaign. Kainaz Karmakar and Harshad Rajadhyaksha, group chief creative officers at Ogilvy India, described the process as “a pilgrimage of sorts, on the path that Piyush created not just for Ogilvy, but for our entire profession.”
Sudhanshu Vats, managing director of Pidilite Industries, said the film was rooted in a distinctly Indian insight. “The ‘kursi’ symbolises aspiration, transition, and ambition,” he said. “Piyush Pandey had an extraordinary ability to elevate such everyday observations into iconic storytelling for Fevicol. This film carries that legacy forward.”
That legacy is considerable. Over several decades, Pandey’s partnership with Fevicol produced some of the most beloved advertising in Indian history, building the brand into something rare: a household name that people actively enjoy watching sell to them.
“Kursi Pe Nazar” does not try to be a tribute. It simply tries to be a great Fevicol film. By most measures, it succeeds — which is, in the end, the most fitting send-off of all.
