MAM
One-stop specialised direct marketing units woo ad agencies and clients
MUMBAI: “Stick to core competencies – outsource the rest” seems to the mantra for ad agencies! A new breed of one-stop direct marketing shops for loyalty programmes, corporate gifting and mail-orders undertaken by corporates (such as banking institutions, credit card companies, automobile and retail companies) has emerged! Ad agencies are coordinating or outsourcing direct marketing (DM) requirements of their clients from companies top players such as Brand Magnet and Infovision amongst others.
Brand Magnet (a division of 15-year old 1st Mail Order company promoted by Leena Godiwala) has completed two
years in the sphere of “fulfillment” related services. It also provides back-end logistics complete with warehousing services and catalogue services.
Established in Mumbai in 1988, 1st Mail Order is India’s pioneering mail order house which markets innovative gift products, for personal and corporate gifting needs, through its colourful mail order catalogues.
Brand Magnet currently handles companies such as Standard Chartered Bank, Tata TELCO’s Indica and Indigo divisions. Infovision too has clients such as The East India Hotels (Oberoi group), Barista and Philips.
In fact, these companies also provide services to websites (such as rediff.com, indiatimes.com) which have online shopping channels. Adequate care is taken to receive orders, source the required goods, package them attractively, deliver them to the client, collect payments and handle customer service.
While undertaking these above mentioned activities, these companies have become an extension of BPO (business process outsourcing) and IT enabled services (ITES). Corporates and agencies who don’t have requisite expertise in this segment have obtained a considerable measure of success by indulging in such
direct marketing activities.
Brand Magnet director marketing Vanashree Ghate says:
“We provide low-cost options as we have adequate resources including affiliates in 11 cities mapping the length and breadth of the country. Otherwise, companies have to dedicate resources and invest in infrastructure to tackle complaints and after-sales
services.” Ghate is a veteran with experience in ad agencies (FCB Ulka) and marketing (Faber Castell India amongst others).
Infovision assistant VP Rohit Gupta says: “InfoVision Group has been promoted by professionals, with vast experience in the IT enabled service industry including software development . The company philosophy is focused upon a relentless pursuit of
excellence and quality in every sphere of its activities. Whether it is the field of managing call-centers, data processing, software development or eMail response activity, InfoVision Group has the resources and infrastructure required to meet future
challenges of an ever changing technology environment.”
The database for the direct marketing events are either obtained from the client or sourced locally through allied companies. Brand Magnet, for instance, has access to 135,000 names which are on the database of its parent organisation 1st Mail Order. Through 1st Mail Order’s existing brand equity, new names are being added to the database every day.
Infovision also has access to the several names compiled by sourcing lists from people who sell databases. Brand Magnet also does regular mailing to more than 50 per cent of the above mentioned list.
“With the hectic marketing for emerging sectors such as the telecom, retail and insurance sectors, more corporate entities are open to our suggestions. However, ad agencies must realise that organisations such as our have the capabilities to take complete
responsibility for the services,” says Brand Magnet’s Ghate.
The business pie is increasing with several new insurance companies (ICICI Pru Life, Aviva, Birla Sun Life, Tata AIG amongst) others aggressively using the direct marketing route. Retail companies such as Shoppers Stop, Westside and Globus strongly believe in loyalty programmes for wooing retail customers.
JWT’s direct marketing Thompson Connect’s head Rakshin
Patel says: “Loyalty programmes help brands and services to establish a one-to-one equation with clients and customers. We look at several viable options based on the client requirements and budgets.”
Looks as if several ad agencies and corporates are realising the importance of outsourcing resources for specialised loyalty programmes or relationship-building programmes which are conceived with the intention of providing long term benefits!
Summer comes with intense sun exposure, sweat, and excess oil. The result is tanning, dullness, and uneven skin tone. Your skin may continue to appear tired if your routine stays the same. Therefore, a detan face wash is essential.
It can remove tan, cleanse thoroughly, and restore your natural glow when paired with a tan removal face mask, without over-drying your skin. Understanding how it works and why it matters will help you use it to get the desired results.
What Is a Detan Face Wash?
A detan face wash is a cleanser for addressing sun tan, pigmentation, and buildup caused by UV exposure and pollution.
It works on the following aspects.
- Surface cleansing by removing dirt, oil, and sweat.
- Mild exfoliation to remove dead skin cells.
How it works?
Function What it does? Exfoliation Removes dead, pigmented cells Brightening Reduces melanin buildup Cleansing Clears sweat, oil, and pollution Skin renewal Promotes fresher, even-toned skin
Why Your Skin Needs Extra Care in Summer
Summer conditions in India mean heat, humidity, and UV exposure. They can directly affect your skin barrier.
Common summer skin issues
- UV rays lead to more melanin, which results in tanning and pigmentation
- Sweat and oil clog pores, leading to acne and blackheads
- Dust and pollution make your skin dull and uneven
What happens without proper cleansing?
- Tan layers build up
- Skin looks darker and patchier
- Breakouts become frequent
Using a face wash for summer that removes tan can prevent this cycle.
Top Detan Face Wash Benefits for Skin in Summers
- Removes Tan and Brightens Skin
Detan cleansers contain exfoliating ingredients that fade pigmentation caused by the sun.
Result
- More even skin tone
- Visible brightness over time
This is the right way if you are searching for how to remove sun tan from face at home.
- Deep Cleansing Action
Sweat and oil trap dirt inside pores. A de tan face wash benefits in clearing this buildup.
Benefits
- Reduces clogged pores
- Prevents acne and blackheads
- Keeps skin breathable
- Controls Excess Oil
A de tan face wash for oily skin controls sebum without stripping moisture.
Ideal for
- Oily skin
- Combination skin
- Humid conditions
- Refreshes and Revitalises Skin
The skin feels heated and fatigued after sun exposure. Detan cleansers include soothing ingredients.
Effects
- Cooling sensation
- Reduced irritation
- Instant freshness
- Cleanses Without Drying
A good formula balances cleansing with hydration.
For example, the Detan face wash by Foxtale uses:
- Papaya enzymes for gentle exfoliation
- Vitamin CÂ for brightening and antioxidant protection
Its sulphate-free formula removes tan and buildup, but also hydrates the skin. It is suitable for daily use in dry heat.
Key Ingredients to Look For in Detan Face Wash for Summers
Choosing the right ingredients determines whether your cleanser will work or not.
Ingredient guide
Ingredient Function Vitamin C Brightens, reduces pigmentation Papaya Enzymes Enzymatic exfoliation removes tan Aloe Vera Soothes sun-exposed skin Lemon Extract Mild astringent, helps cleanse Activated Charcoal Detoxifies, controls oil
These ingredients make a formula work in de tan face wash for men and women with outdoor-heavy routines.
How to Use Detan Face Wash Effectively
Consistency and technique matter as much as the product.
- Splash your face with lukewarm water.
- Take a small amount of the cleanser.
- Massage gently for 30–40 seconds.
- Focus on tanned areas (forehead, nose, cheeks).
- Rinse thoroughly and pat dry.
- Follow with moisturiser and sunscreen.
Frequency
- Twice daily (morning and night).
Use the cleanser with a weekly Tan removal face mask to get faster detanning results.
Who Should Use a Detan Face Wash?
A detan face wash is suitable if you:
- Spend long hours outdoors
- Notice tanning or uneven skin tone
- Have oily or combination skin in summer
- Want a brighter, fresher look without harsh treatments
It works equally well as a de tan face wash for men dealing with sun exposure and oiliness.
Final Thoughts
A detan face wash is an upgrade to your summer routine with a specific purpose. It removes tan, controls oil, and maintains clarity in conditions that naturally damage your skin.
Tanning fades slowly with the right ingredients and regular use. Your skin will appear clearer and more even. Results take time, so let your skin recover from sun damage by being consistent with your routine.
