MAM
IBD India to handle Pure Home+Living’s brand & creative services
MUMBAI: Pure – Home+Living, the retail brand of DLF Brands, has roped in IBD India, a Percept Hukuhodo Company to handle their brand and creative services.
The size of the business is estimated to be between 80-100 million.
The brand had called for a multi-agency pitch wherein the brief constituted of establishing Pure – Home + Living, as amongst the leading players of contemporary home furniture and accessories brand in the Indian home fashion industry and lifestyle accessories.
DLF Brands head marketing Ambika Nair said, “It was the agency‘s in-depth understanding of the market and their overall business approach towards our brand that assured us that they understood our goals. Therefore we see this development in sync with the company‘s plans to focus on growing its business in the Indian market.”
IBD India will work on the strategy and creative deliverables of Pure- Home + Living. To start with, IBD will be focusing on launching Pure – Home + Living and making it a preferred brand in the Home Décor space.
IBD India COO Jyotsna Chauhan added, “The focus is to break the clutter and create a differentiated positioning for Pure. Giving the new age men and women, the power to “Refine, Express and Match” their life‘s aspirations. Our campaign aims at extending the essence of Pure to match the changing needs across genders and tastes.”
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.
