Brands
Pepe Jeans London x LS Digital the dynamic duo behind record-breaking EORS sales!
Mumbai: India’s new-age independent digital marketing transformation group – LS Digital, has announced that it completed a campaign with Pepe Jeans London, a denim and casual wear jeans brand, which helped increase sales during the End of Reason Sale (EORS) event on the e-commerce website, Myntra.
Sharing her insightful thoughts, LS Digital AVP eMarket Pooja Dhamdhere said, “In this edition of the EORS, Myntra recorded 50 per cent new customer growth. We are happy to be a part of Pepe Jean’s growth journey on the platform. Both teams worked in sync to achieve the results. The fact that we were able to exceed the targets speaks a great deal about our association with the brand.”
Pepe Jeans needed a strategy that would create a buzz for its products online during Myntra’s End of Reason Sale (EORS) to increase the visibility of its range and improve the chances of making sales. LS Digital created a plan that focused on launching campaigns around the different colours in the denim category. The strategy also entailed promoting only those products that had a high stock count to maximize sales performance. Simultaneously, efforts were devoted to better-performing products while pausing underperforming categories to improve sales conversions.
The ten-day campaign was closely monitored by LS Digital to ensure performance metrics were being met. The team also ensured the reallocation of budgets for underperforming campaigns by diverting them towards the best-performing ones for optimum cost utilisation.
LS Digital’s digital marketing campaigns resulted in several wins for Pepe Jeans. The lifestyle brand saw a 76 per cent uptick in per-day revenue during the EORS period compared to the regular business as usual (BAU) period in May 2023. LS Digital also achieved a 13 per cent lower Cost per Order (CPO) compared to the target. Pepe Jeans recorded a 4.5-time increase in orders, and consumers spent 1.7 times more compared to the previous Myntra EORS event.
Pepe Jeans London deputy general manager (marketing) Priyaranjan Manay said, “Our partnership with LS Digital has been of great support in our journey to strengthen our presence on e-commerce platforms. PLA efficiency during a major sale event such as EORS was very crucial amidst other players, and driving this with an eye on the costs was very important. We have seen a great impact from this collaboration on all media metrics, including awareness, consideration, and conversion during the event.”
Brands
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
