MAM
psLIVE allies Parivar with ‘All Is Well’ for effective marketing
MUMBAI: Experiential marketing division from Dentsu Aegis Network, psLIVE has facilitated a marketing tie-up of the tea brand Parivar with Umesh Shukla’s latest movie – All Is Well.
With Bollywood emerging as a marketing tool that can be strategically used by brands to talk to consumers, psLIVE assisted Sapat International to associate its tea brand Parivar with the movie as the positioning of both the brand and the film exhibit an extremely seamless fit.
The promos from the All Is Well stable clearly suggest that the movie directly targets family consumption – a coherent purpose that Parivar also desires to achieve.
As part of the tie-up, Sapat International created a co-branded television commercial with All Is Well in an attempt to capitalise on this psLIVE-helmed partnership.
Sapat International group managing director Nikhil Joshi said, “It was an extremely important opportunity that was brought to us at the right time. The way it was presented to us by psLIVE, we knew instantly that the integration cannot be missed. The TVC gave us a chance to amplify the association and market Parivar on a massive scale.”
To leverage the integration amongst maximum audience, the brand too is promoting the movie through the co-branded TVC in addition to a print campaign and ‘on-pack’ packaging.
psLIVE vice president Sidharth Ghosh added, “All Is Well seemed to be a perfect fit for the tea brand ‘Parivar’ as both seamlessly blend with each other. This association will increase the brand recall. At psLive, we are extremely delighted having initiated this integration.”
The movie stars Rishi Kapoor, Supriya Pathak, Abhishek Bachchan and Asin in lead roles.
MAM
Shoppers Stop elevates Biju Kassim as GSS Beauty CEO
Move comes as GSS Beauty scales global brand partnerships in India.
MUMBAI: From store shelves to global shelves, the beauty game is getting a sharper makeover. Shoppers Stop has elevated Biju Kassim as managing director and chief executive officer of Global SS Beauty Brands Limited (GSSBB), signalling a stronger push into the premium beauty segment. The move builds on Kassim’s role in setting up GSSBB, a wholly owned subsidiary that has quickly positioned itself as a fast-growing distribution platform for global beauty brands in India. The unit has been central to Shoppers Stop’s ambition of expanding its footprint in the high-margin beauty and luxury categories.
Chairman Nirvik Singh noted that Kassim’s experience across the beauty ecosystem and his understanding of premium and luxury consumers would help steer the next phase of growth. The focus, he indicated, will be on sharpening the company’s beauty portfolio and scaling partnerships with international brands.
Kassim, for his part, steps into the role at a time when India’s premium beauty market is undergoing rapid evolution, driven by rising consumer aspirations and increased access to global labels. He highlighted that GSSBB will remain a key strategic pillar, with an emphasis on expanding brand partnerships, enhancing consumer experiences and driving growth across markets.
As global beauty brands continue to eye India as a high-growth destination, Shoppers Stop’s bet is clear: owning not just the shelf, but the entire beauty ecosystem behind it.
