Latest news with #Pravis
Time of India
21-07-2025
- Entertainment
- Time of India
Promises take center stage in Canara HSBC Life Insurance's new campaign
Canara HSBC Life Insurance Company ('Canara HSBC Life Insurance') has announced the launch of its new brand campaign featuring the real-life couple, cricketer Jasprit Bumrah and media personality Sanjana Ganesan . The campaign reinforces the company's aim to feature as a trusted partner in fulfilling life's long-term promises and marks the next chapter in this partnership through a high-impact 360° marketing rollout . Rooted in the brand's philosophy of being a 'Promises ka Partner,' the campaign features two engaging films that highlight deeply personal reflections between Bumrah and Ganesan. The campaign films portray promises not just as words, but as enduring commitments that shape families, futures and legacies. In the TVC, Bumrah contemplates the fleeting nature of fame and how the value of personal commitments, particularly those made to a life partner, stay strong. Ganesan's presence in the narrative offers emotional balance and connection, underscoring the power of mutual support in long-term planning. Both narratives are anchored in authenticity, trust and emotional foresight- values that align closely with Canara HSBC Life Insurance's aim in helping individuals plan and protect their futures. Rishi Mathur, chief marketing officer and chief distribution officer- alternate channels, Canara HSBC Life Insurance said, 'Through this campaign, we continue to strengthen our commitment to being a dependable partner in those promises.' Bumrah, while commenting on the campaign launch said, 'The films reflect this idea, showing how promises made to loved ones are not just emotional in nature, but foundational to a future that is secure. It's a message I believe in deeply.' Shoojit Sircar, director of the brand films said, 'It was really great to work with Jasprit and Sanjana, it was lovely to bring out a side of their relationship, their partnership which hasn't been seen before. I think with these films we were able to showcase the brand promise in a very simple and charming way. What made this possible was the brand's clarity and their trust in the process. Working with Canara HSBC Life Insurance & Pravis felt less like a usual campaign and more like a lovely partnership.' Targeted at young couples, modern families , and financially aware individuals, the campaign is built around insurance as a tool for empowerment rather than fear. It will be rolled out across TV, digital, social media and other platforms as part of a multi-touchpoint strategy. The creative team behind the campaign is Gurgaon based, PRAVIS consulting. Watch the video here:
Time of India
27-06-2025
- Business
- Time of India
Beauty and the Big Miss
Most beauty brands in India have made Instagram their digital home. And why not? It looks like the perfect place for beauty, visually rich, trendy, and full of creators. But here's the surprising truth: the majority of Indians actively searching for beauty content aren't on Instagram. They're on YouTube. Let's look at the numbers: - Internet users in India: 700 million - YouTube users: 491 million - Instagram users: 392 million So why does YouTube matter more, especially for beauty? Instagram is largely an English-Hinglish platform, skewed toward metro cities and a younger, urban crowd. But India lives in Bharat and Bharat speaks in many languages. That's where YouTube wins: its content is truly vernacular, reaching audiences in Tier 2, Tier 3 towns, and beyond across every language, every region. 95% of the content consumed on YouTube is in languages. While Instagram is great for building awareness, YouTube drives deeper engagement and active consideration of the phase where intent builds and purchase decisions are made. Instagram audiences scroll and stumble upon content. YouTube audiences come with intent looking for answers, comparing options, seeking tutorials, and exploring expert opinions. For a category like beauty, where decisions are personal and informed by reviews, creators, and health professionals, YouTube is the stronger conversion platform. Yet, most beauty brands continue to follow a lopsided media mix allocating 70%, even 80% of their content budgets to Instagram, with YouTube as an afterthought. By not focussing on YouTube, brands risk losing a significant and fast-growing segment of their potential buyers. The beauty universe is expanding. But if you're not present where the consumer is truly searching, you're invisible. So, how can brands win on YouTube? Pravis YouTube Playbook: Our Approach to Strategic YouTube Optimisation for Brands At Pravis, we don't just manage YouTube. For every brand, we craft a YouTube presence that's data-driven, regionally relevant, and creator-powered. Here's how: Start with Search: Find the Right Keyword - We begin by identifying what people are actually searching for in a brand's category. Take 'skincare routine,' for example. We analyse high-volume search terms relevant to the brand using real-time keyword data. This insight becomes the foundation for our strategy. Two-Pronged Power: Brand Channel + Creator Channel - We take a dual approach activating both the brand's own channel and regional creators. This way, the brand voice is amplified not only directly, but also through creators who bring their unique storytelling and trusted presence to the table. Hyperlocal 'Kaun-tent': Find the Right Creators by Region - Using YouTube's API, we identify content creators by geography down to specific cities. These aren't just big names nationally, but regional voices with serious influence. For instance, Sangeeta (1.82M subscribers) in West Bengal or Asvi Malayalam (1.49M subscribers) in Kerala. They may not be mainstream, but in their regions, they dominate. Content that Sticks, Where It Matters - In parallel, we study top-performing content formats tips, hacks, DIYs and identify what the brand's channel should create. This isn't one-size-fits-all. It's customised for each region, in the local language, and based on what's trending. Organic Wins: Enter the Creator's World - We work with creators to co-build content that integrates the brand in a natural, story-led way. Hooks, landings, product placement, and CTAs are tailored to the creator's style and audience. The goal: the brand enters the creator's world, not the other way around. Content rights are also secured for the brand's own use. Our 18-Step YouTube Optimisation Framework - Every video goes through our proprietary 18-step optimisation checklist—covering everything from keyword and title optimisation to thumbnails, hashtags, playlists, end cards, and more. Every detail is engineered for discoverability and engagement. Organic First, Paid Later: Boost with Brains - Once content goes live, we let it ride organically for two weeks. We monitor performance, especially engagement rate, then boost the content that's working. Smart spend follows proven content. Sequential Recycling: Build. Measure. Learn. Repeat - Our strategy is rooted in performance data. Every video is tagged with key parameters/product shown/not shown, pricing visible/not, short/long format, and more. We track what's performing, analyse patterns, and feed those learnings into the next round of content. This rapid test-and-adapt cycle ensures we're always improving. Recency > Legacy: Keep Content Fresh - Recency of engagement is a key metric. Content that performed well recently is prioritised for scaling, while older content with declining engagement is deprioritised. The aim is to always be top-of-mind, so consistent posting is crucial. Continuous Optimisation: The Engine Never Stops - All of these steps become part of a long-term sustenance plan. We're in a continuous loop of optimisation, with regular audits and checkpoints built in. This ensures no opportunity or potential viewer is missed. For more information, visit: This article has been authored by Ritu Sharda, Partner & Chief Creative Officer, Pravis.
