MAM
FreshMenu.com takes content route to marketing
MUMBAI: FreshMenu.com has taken the content route to talk about everything food related with the launch of their very own magazine ‘Food For Thought’. The magazine is anchored around interesting global food trends and has been produced with the help of agency, DontBeContent. It will be published once in two months and shared with top customers of the brand.
Good food being the key focus, the brand constantly endeavours to offer something new to the customers. The magazine is a step further to delight, engage and interact with their larger customer base.
FreshMenu.com CEO Rashmi Daga said “Our motto is to delight customers with taste and provide them with an array of interesting experiences connected in some way to food. FreshMenu as brand brings together several aspects of lifestyle like travel, health and the appetite to explore the unknown. We understand the pulse of modern Indian customers. Hence, ‘Food For Thought’ will be a medium to start a deeper conversation with them and further fortify our effort to bring something exciting to their plates. Innovation and being unconventional is in the DNA of the brand and this magazine is yet another step in that direction.
Adding to this, FreshMenu.com CMO Aparna Mahesh said, “We don’t believe the traditional marketing models will be adequate for our brand since most of them focus mainly on acquiring new customers. We have built a very strong loyal base since our inception and a large part of our marketing efforts are channelled towards retaining them. How do we engage them in more meaningful conversations around our offering? From this perspective, Content becomes the hero in our plan. And when the category is as exciting as International cuisine, we have the ability to create very stimulating and diverse content that will hopefully resonate with our customers as well. ‘Food For Thought’ is our first step towards achieving that.”
Talking about her experience on working with the brand and process of curating the magazine, Shveta A Sahu, Co-Founder at DontBeContent said, “Very few people know the kind of work which goes behind a brand like FreshMenu. The entire process of curating a new menu every day and giving a twist to global cuisine to meet the Indian palate is extremely fascinating. Modern Indian consumers are hungry to know about global food, ingredients, trends and cooking process. Considering FreshMenu is an app-based service, it’s impossible to exhibit all these though the app or the website. A magazine hence becomes a great medium to communicate this. We were impressed with the clarity the brand team has in terms of what works with their customers. They are focused about providing good global food to their customers. We would sum up our experience of coming up with ‘Food For Thought’ extremely enriching and are confident of receiving good response from the customers.”
Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
