AD Agencies
Popkorn Communications set to capture digital audiences
MUMBAI: Digital is the way forward and the media industry knows it well. There is a growing need to capture audiences that are internet savvy, and to cater to that need, PR agency Value 360 Communications has launched its online content marketing company, Popkorn Communications. The venture will focus on creating and marketing content for brands for the multiple digital platforms of the World Wide Web.
Popkorn Communications will establish a strong web presence, strategic brand promotion and responsive digital engagement. The company was spurred by the need to customise content that is unique as well as captivating for an audience that is constantly connected via the internet.
“Today, there is a large amount of content floating online vying for the attention of internet users. We at Popkorn Communications seek to creatively place content that integrates your brand identity and message in such a way so as to be easily accessible, likeable as well as shareable. Our inherent expertise and seasoned experience of having dealt with clients across the board will help us comprehend and direct the right content for each brand we serve,” said Popkorn Communications founder Gaurav Patra.
The company will help channelise and streamline content to drive brand forward as well as build a relationship with the target audience. Its bouquet of offerings include devising meaningful and relevant content marketing solutions in the form of article posting, e-newsletters, social media, blogs, video posting, case studies, infographics and mobile marketing.
The company targets a range of verticals right from lifestyle, e-commerce, consumer technology, automobile, hospitality, entertainment, education, real estate and consumer durables.
“The audience today is young, dynamic and increasingly mobile. Our challenge will be to grab their attention through content that could be a visually appealing comic strip, a hard hitting video or simply images that convey much more beyond words. The idea is to capture the essence of what a specific brand wishes to communicate to its audience and then do so using tools that are effective even if unconventional,” he added.
AD Agencies
The smell that told Mumbaikars which station was next
Tata AIA turns Mumbai’s Parle-G memory into a sharp, city-wise outdoor play
MUMBAI: When a biscuit factory became Mumbai’s unofficial station announcement. Long before smartphone maps and automated announcements, commuters on Mumbai’s Western line relied on their noses. As trains rolled into Vile Parle, compartments filled with the warm, sweet smell of baking biscuits from the Parle-G factory. It was a cue to gather bags, wake dozing children and shuffle towards the door.
Now that memory has been pressed into service by Tata AIA Life Insurance as part of its 25-year anniversary outdoor campaign — a city-by-city salute to the lived moments that shape urban life.
One hoarding, mounted close to the old factory site, reads: “We have been protecting Mumbaikars since Vile Parle smelled of freshly made biscuits.” Spare. Local. Loaded.
The broader campaign, rolled out across major metros, leans hard into contextual storytelling. In Kolkata, it nods to trams. In Pune, to Magarpatta’s transformation. In Bengaluru, to a time before IT parks. In Chennai, to OMR before it led to tech corridors. Each line anchors the brand’s longevity to a shared civic memory.
The Mumbai execution is the most evocative. For decades, the Parle-G factory was more than a production unit. It was a sensory landmark. Residents nearby set their clocks by the factory horn. Office-goers marked their commute by the waft of glucose and flour. When the plant shut, the city lost more than jobs. It lost a rhythm.
By placing the hoarding beside the former factory, the insurer collapses distance between copy and context. The site does half the storytelling. The rest comes from commuters who remember opening steel tiffins packed with Parle-G, or jolting awake as the train slowed.
It is a neat piece of brand positioning. Rather than trumpet balance sheets or policy counts, Tata AIA borrows emotional equity from the city itself. Twenty-five years becomes less a milestone and more a presence — steady, local, embedded.
Outdoor advertising is often a blunt instrument. This one is anything but. It whispers. It remembers. And in doing so, it sells trust without sounding like it is selling at all.
The scent may have faded. The memory has not.
