MAM
Virtual Marketing revamps Coca Cola website myenjoyzone
NEW DELHI: E-marketing company Virtual Marketing India has revamped Coca-Cola India’s website www.myenjoyzone.com in order to provide richer interactivity and an enhanced brand experience to its consumers. The re-launched version has been introduced today.
Coca-Cola India will propagate the new version through a tie-up with forthcoming film (starring Abhishek Bachchan-Aishwarya Rai) Kuch Na Kaho. As per the initiative, participation in the contest would only be possible through www.myenjoyzone.com. The winner of the contest is entitled to get a `dream date’ with actress in the movie – Aishwarya Rai.
On the re-launched version, Virtual Marketing creative director Carlton D’Silva says: “We have created a virtual online city, in which a surfer can walk into various buildings. For instance, one can enter into cineplex, buy merchandise of the brand or relax at Coke lounge where one can chat or leave message in message boards. Similarly, there is a cricket stadium and a music store. So properties which the Coke community can relate to have been presented in an innovative manner.”
Launched in March 2002, the content comprises music, promos, movies and cricket and myenjoyzone basically used these key brand activation areas for consumer interactivity. “But this initiative is going to be a concerted effort towards enriching the experience of being online. The experience of logging in would be totally differentiated through virtual walking experience complemented by features.”
“The earlier portal was basically HTML-based. But the new site predominantly is going to be flash-based. It will act as one-stop integrated marketing solution merging all the elements of the virtual community with real-world promotions and nationwide campaigns,” adds D’Silva.
The research conducted in order to shape the website as per the liking of its target audience led to origination of several features – which weren’t part of the website earlier.
“For instance, the research revealed that there was need to put up information on Coke brand. So we have interested facts about the brand such as the original colour of Santa Claus was green but it was Coke which resulted in the change to red and white colour,” says D’Silva.
Brands
Oyo parent Prism appoints former Sebi chief Ajay Tyagi to Board
Former market regulator joins Prism to strengthen governance for IPO
NEW DELHI: Prism, the parent entity of Oyo, has appointed former Sebi chairman Ajay Tyagi as an independent director, as the hospitality firm gears up for its planned Rs 6,650 crore initial public offering (IPO).
Tyagi, a 1984-batch IAS officer, served as chairman of the Securities and Exchange Board of India (SEBI) from 2017 to 2022. His appointment is aimed at strengthening the company’s governance framework and providing strategic oversight as it moves closer to a public listing.
He joins a high-profile board that already includes several prominent names from global business and policy circles. These include Troy Matthew Alstead, former CFO and group president of Starbucks; Aditya Ghosh, co-founder of Akasa Air; Deepa Malik, paralympic athlete and Padma Shri awardee; William Steve Albrecht, professor of accountancy at Utah State University; and Bejul Somaia, partner at Lightspeed Venture Partners.
Prism founder Ritesh Agarwal, said Tyagi’s experience in capital markets regulation and public-institution stewardship will be critical as the company scales operations and enhances long-term accountability.
The company recently filed preliminary papers with Sebi to raise Rs 6,650 crore through a confidential route. Market sources estimate its valuation will be in the range of $7 billion to $8 billion.
Over the course of his career, Tyagi has held senior roles in the ministry of finance, where he oversaw investment policy and financial-sector reforms. His induction to the Prism board signals a renewed focus on aligning the company’s internal standards with the stringent requirements of public markets as it advances toward its IPO.
