Brands
Viral Fission rolls out creative campaigns for Carmesi and Boult
Mumbai: Viral Fission, a tech-enabled youth community platform, has collaborated with wearable brand Boult and personal care company Carmesi to roll out unique campaigns to raise awareness among Gen Z. These campaigns, which are currently underway, are aimed at generating a buzz among the youth, pique their interest and also educate them about the brand and their products.
“It is estimated that two out of five urban consumers in the 18-55 age bracket are Gen Z. Brands are looking for ways to connect with this audience as they are more aware, open to interactions, and tech-savvy than others. We are excited to collaborate with brands like Boult and Carmesi to connect them to their target audience and gain valuable insights from them,” shared Viral Fission co-founder Shreyas Hegde.
Carmesi, a personal care and hygiene brand, collaborated with Viral Fission to set up offline kiosks in colleges to raise awareness about its plant-based sanitary pads. The 10-day pilot project was rolled out across five colleges in Mumbai. Each kiosk was set up in a way to connect with students to raise awareness about its natural sanitary pads, distribute samples and gather feedback. The kiosks also served as a means to run creative engagement activities to get the youth to talk about sanitary hygiene.
“Viral Fission is excellent at execution. It was our first-ever offline marketing activation programme targeted at the Gen Z population, and the team ensured that we understood what was happening at every step. Even when the programme was ongoing, the team went above and beyond – each and every one of them was super helpful, said Purplle marketing manager Zinia Bhattacharya.
Boult, a popular Indian audio and wearables brand, is celebrating its 6-year anniversary with a 6-week Boult-Z program piloted by Viral Fission to increase brand awareness and affinity among youth peer groups. The program involves 65 key opinion leaders (KOLs), identified by Viral Fission from its youth ambassador network, who are creating branded content to drive conversations about the brand. They have formed brand advocate groups within their college campus through online and offline activities to encourage conversations about its products.
“We are delighted to collaborate with Viral Fission for an exclusive 6-week program, celebrating our 6-year anniversary. Through this partnership, we aim to deepen brand affinity and raise awareness among the youth about our innovative audio and smartwatch gadgets. Together with Viral Fission’s youth ambassador network, we are fostering meaningful conversations and excitement around our products, inspiring the tech-savvy generation,” said Boult co-founder Varun Gupta.
Both campaigns have been highly successful in connecting with the Gen Z audience through Viral Fission’s youth ambassadors. Boult has been able to create a buzz about its products with surprise gifts, offline events and new product launches. Carmesi’s kiosks at 30 colleges distributed over 1,300 samples of its plant-based sanitary pads and drew an overwhelming response from students. Enthused by the response through Viral Fission’s connect, Carmesi has already begun a second round of brand awareness with 10 college girls who will promote the product through word of mouth marketing.
Viral Fission has worked with over 50+ brands including Spotify, Meta, JBL, Hammer, Fastrack, Unacademy, Myntra, Jio Saavn, OnePlus, Pepsi, and more. It connects brands to the Gen Z community—its target audience—through its 60,000-strong youth ambassador network all over India.
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.
