MAM
MEC launches MEC Touchpoints
MUMBAI: MEC, a global media agency has launched MEC Touchpoints, a tool that builds on MEC’s knowledge of the consumer purchase journey combined with global media-survey data from the recently launched GroupM LIVE Panel.
MEC Touchpoints is built around the Active and Passive stages of the purchase journey, as defined by MEC Momentum, the agency’s proprietary approach to understanding and quantifying how consumers make purchase decisions. Combining the strategic framework of MEC Momentum with data from LIVE Panel, GroupM’s global survey of media and consumer insights, MEC Touchpoints identifies the communication touchpoints that are most valuable to a brand, across any one of 15 categories in 30 countries.
In contrast to the common assumption that there are general rules about which touchpoints perform particular roles regardless of category, MEC Momentum studies reveal that touchpoint influence is category-specific. Even within a single category, touchpoints play different roles for the same consumer, depending on where they are on the purchase journey. With the launch of MEC Touchpoints, MEC puts these findings to use to help brands determine which exact touchpoints will have the greatest influence over consumers at different stages of the purchase journey, and which present the best opportunity for growth.
Commenting on the launch, MEC Chief Analytics and Insight Officer Stephan Bruneau, said, “All of our clients face exactly the same challenge: how can they create brand growth that outpaces their competitors? MEC Touchpoints gives us an immediate read on understanding our clients’ business, allowing us to create strategies and ideas that cut through the noise.”
MEC Touchpoints is powered by data from LIVE Panel, GroupM’s consumer panel built from Lightspeed GMI’s global panel of 5.5m consumers.
Brands
Godrej Capital’s ‘Do se teen’ celebrates women scaling businesses
Aarohi loans cross Rs 1,000 crore AUM milestone for women entrepreneurs
MUMBAI: Godrej Capital has launched a new campaign, ‘Do se teen’, ahead of International Women’s Day, spotlighting India’s emerging women entrepreneurs and the families increasingly backing their ambitions.
The film centres on a woman entrepreneur preparing to expand her warehouse business from two outlets to three. A brief misunderstanding, when her mother-in-law mistakes the expansion for a pregnancy announcement, quickly turns into a moment of encouragement as the family supports her decision to sign a business loan and grow the venture on her own terms.
The campaign forms part of Aarohi Loans for Women, an initiative by Godrej Capital’s subsidiaries designed to expand access to credit for women borrowers. The programme removes a longstanding barrier in lending by allowing women to apply for loans without a mandatory male co-applicant, giving them greater financial autonomy.
“Across India, more women are stepping forward to build and scale their own businesses, but access to formal credit remains a challenge,” said Godrej Capital managing director and chief executive Manish Shah. “Through Aarohi, we aim to remove some of these barriers and make it easier for women to access capital and grow with confidence.”
Since its launch, the initiative has gained traction among women entrepreneurs. Loans worth Rs 1,890 crore have been disbursed under the programme, helping the portfolio cross the Rs 1,000 crore assets under management (AUM) milestone. The company is targeting roughly Rs 1,200 crore AUM by the end of the current financial year.
Beyond lending, the programme also focuses on strengthening the ecosystem for women-led businesses through financial literacy initiatives, training partnerships and community programmes aimed at building entrepreneurial capabilities.
As part of its outreach, the company recently opened an all-women branch in Pune to deepen engagement with women entrepreneurs and local business networks.
Godrej Capital says the campaign underscores a broader cultural shift: as families increasingly support women’s ambitions, and credit becomes easier to access, women-led enterprises are poised to expand their role in India’s small-business economy.
