Latest news with #Rediffusion
Time of India
6 days ago
- Health
- Time of India
Danone's new ad encourages one to make healthier choices
HighlightsDanone India has launched a pioneering digital film for its flagship brand Protinex, produced entirely using artificial intelligence, to promote better nutrition and healthier lifestyles among Indians. The film, conceptualized by Pramod Sharma of Rediffusion, showcases the innovative use of AI technology for rapid content creation, emphasizing the importance of protein intake for growth, strength, and immunity. The campaign aims to reach a diverse audience across urban and rural demographics through major digital platforms, marking a significant advancement in digital advertising and health communication in India. Danone, a leader in the nutrition, health, and wellness landscape, has partnered with Rediffusion and Raids to create a digital film for its flagship brand Protinex – entirely produced using artificial intelligence (AI). This initiative aims to spark a nationwide protein revolution, encouraging millions of Indians to embrace better nutrition and healthier lifestyles through increased consumption of Protinex protein powder. Danone India spokesperson said, 'Recognising the urgent need for awareness and behavior change, Danone India commissioned Rediffusion to develop a compelling and innovative digital brand anthem that resonates with India's diverse population.' He added, 'Through this innovative AI-powered film, we are reinforcing our mission to empower consumers with knowledge, and encourage them to make protein an integral part of their daily diet.' The film stands out as the first of its kind in India. Conceptualised and scripted by Pramod Sharma, national creative director and his team at Rediffusion, the film has been created and produced end-to-end with cutting edge AI technology. Sharma said, 'It has been an effort from our end to demonstrate the Agency's and the Client's commitment to innovation and future-forward storytelling. The AI-driven production enabled rapid content creation with dynamic visuals and a powerful narrative, highlighting the transformative benefits of adequate protein intake .' Rishu Verma, senior vice president at Rediffusion said, 'This campaign marks a new era in digital advertising and health communication in India .' Carol Goyal, who heads Raids said, 'This AI film strategically blends emotive storytelling with data-backed insights on protein's critical role in growth, strength, and immunity. It targets consumers across age groups and demographics, making the message accessible and relatable to urban and rural audiences alike.' The Protinex film has been launched across major digital platforms, including social media, video streaming services, and online health communities, aiming for maximum reach and impact. Watch the video here:
Time of India
26-05-2025
- Business
- Time of India
Majority spend first pay check on gifts for family: study
HighlightsThe Bharat Lab's research report "My First Salary" reveals the profound emotional significance of first paychecks for young earners in India's Tier 2 and Tier 3 cities, emphasizing it as a cultural milestone. The study found that 88.5 percent of women perceive their salary as a symbol of personal freedom, with 44.6 percent of participants choosing to inform their mothers first about their earnings. The report recommends that fintech platforms provide flexible investment options, policymakers reassess entry-level salary benchmarks in semi-urban India, and educational institutions enhance financial literacy, especially for women. Rediffusion and Lucknow University's joint think tank, The Bharat Lab, has unveiled a new research report titled "My First Salary," delving into the financial behaviors and emotional experiences of young earners in India's Tier 2 and Tier 3 cities . The study, which surveyed 2,125 individuals, highlights that a first paycheck is more than just a financial event—it is a cultural milestone with significant emotional weight. Sandeep Goyal, co-chairman of Bharat Lab, said, "A first salary is more than a transaction. It's a declaration of independence, a family ritual, and often, a quiet revolution—especially for women." Alok Kumar Rai, chairman of Bharat Lab, added that the research reflects the "heartbeats of the nation" and speaks to a broad audience, not just economists. Key findings reveal that 38.8 percent of respondents spent their first salary on gifts, primarily for family, while 24.5 percent saved their income and 20.4 percent donated to religious or social causes. Notably, 88.5 percent of women viewed their salary as a symbol of personal freedom. Furthermore, 44.6 percent of participants informed their mothers first, underlining the importance of family bonds. The report also highlighted that one in three women opt to buy gold with their first income. Regarding Gen Z in Bharat, 76 percent prefer flexible investment models over rigid monthly SIPs, often linking investments to personal goals. This indicates a desire for personalized and adaptable financial planning. Based on the findings, the report provides recommendations for various stakeholders. Fintech platforms are advised to introduce flexible investment options, policymakers should reconsider entry-level salary benchmarks in semi-urban India, marketers should focus on emotional themes in their campaigns, and educational institutions should integrate financial literacy, particularly for women, into their curricula.
Time of India
22-05-2025
- Business
- Time of India
A gift to family: How Gen Z spends its first salary
Lucknow: Receiving one's first salary is a milestone moment, filled with a mix of emotions and a sense of accomplishment. But have you ever stopped to think about how you spent your first paycheck? A recent study, 'My First Salary', conducted by Lucknow University and Bharat Lab, sheds light on this question, revealing the deeply emotional, often ceremonial, and culturally significant nature of this significant moment. Bharat Lab, a think tank jointly launched by Rediffusion and LU, focuses on understanding consumer behaviour in India's tier 2 and 3 cities. Based on a survey of 2,125 individuals across semi-urban India, the study found that the first salary is more than just a financial milestone. For many, it's an opportunity to express gratitude and share their success with loved ones. A significant 38.8% of respondents used their first salary to buy gifts for their family, highlighting the importance of family ties and cultural values in Indian society. The report, released on Thursday, offers a compelling look into how young earners in India's Tier 2 and Tier 3 cities — collectively referred to as Bharat — experience and express the moment of receiving their first paycheck. "The report reveals that 38.8% of respondents used their first salary to buy gifts for family, emphasising a culture of gratitude. Around 24.5% saved their income, indicating increasing financial responsibility, and 20.4% donated to religious or social causes, reflecting a strong sense of community," the report said. Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Switch to UnionBank Rewards Card UnionBank Credit Card Apply Now Undo The report further stated that 88.5% of women saw their first income as a symbol of personal freedom, and 44.6% informed their mothers first, highlighting the emotional depth of the milestone. "The study also delves into gender dynamics, generational shifts, and the blending of traditional and modern financial behaviour. For instance, despite rising digital literacy, one in three women still invests in gold with their first salary, maintaining a time-honoured practice," said the chairman of Rediffusion, Sandeep Goyal. The report also highlighted a new financial culture among Bharat's Gen Z. A striking insight from the report is the youth's preference for flexible and personalised investment practices. Around 76% of young earners now favour 'invest when you can' model over rigid SIPs. Many are tagging these investments with personal goals such as "Goa 2026" or a "dream bike" —a clear shift towards emotionally driven financial planning. "They want to save, but without being shackled. This is personal finance made personal — not passive," said Goyal. The report captures the emotional, cultural and financial significance of receiving a first salary among young Indians — highlighting it not just as a financial transaction, but a rite of passage tied deeply to family, independence and values. "At Lucknow University, we believe research must reflect the heartbeat of the nation. The Bharat Lab is a living testament to that belief. This report doesn't just speak to economists — it speaks to parents, policymakers, and every young adult standing at the threshold of financial independence," said LU Vice-Chancellor Prof Alok Kumar Rai. He said the report highlights key behavioural insights on how India's young professionals relate to their first income, whether through spending, saving, or sharing. It underscores the university's commitment to research that goes beyond academia to influence policy, business, and social understanding.
Time of India
13-05-2025
- Business
- Time of India
Kohli retires from Tests: How his brand value is set to soar
Virat Kohli 's retirement from Test cricket on Monday is unlikely to dent his brand value-in fact, his endorsement fee is set to rise as major brand deals come up for renewal, executives at brands and agencies associated with him said. The world's highest-paid cricketer is also looking to trim his roster of mid-sized endorsements. His team has informed several brands that their contracts are not likely to be renewed once the current agreements expire, signalling a move toward fewer, bigger partnerships. "Kohli's goodwill will outlive his playing days," said Sandeep Goyal, managing director of ad agency Rediffusion, which has been associated with the cricketer for multiple campaigns. "There are such few heroes as him... He appeals to Gen Z because of his aggression, with consumers across age and demographics because of his track record on the field, and with women consumers because he involves his family upfront in all achievements." Audi, Myntra, Manvayar , MRF Tyres, Vivo, Hero MotoCorp , HSBC , Herbalife , Vivo and O'cean Beverages are among 40 big brands the former Indian captain has endorsed. Kohli, 36, is known to charge anywhere between ₹5 crore and ₹10 crore for big endorsements per year, and have depended on the longevity and personal equations with these brands, according to two people representing sports management companies. A June 2024 report by advisory firm Kroll estimated Kohli's brand value at $227.9 million, or about ₹1,900 crore, making him India's most valued celebrity. "We will, of course, continue our association with or not," a senior executive of a large digital-only brand told ET. "We are renewing his contract (at the revised fee). He has a massive social and performance-driven connect with people who we see as potential consumers... That very few have." Kohli has over 67.8 million followers on social media platform X and over 272 million followers on Instagram, as of Monday. Kohli's own ventures include sportswear brand One8, restaurant chain One8 Commune, and athleisure brand Wrogn. He has invested in plant-based meat start-up Blue Tribe, coffee brand Rage Coffee, wellness services company Hyperice, Chisel fitness centres and gyms, and fashion platform Universal Sportsbiz. He has also invested in homegrown sportswear startup Agilitas founded by former Puma India MD Abhishek Ganguly. Kohli recently ended his over-eight-year partnership with Puma to associate with Agilitas. His retirement announcement on Instagram on Monday led to a surge of brands posting tributes on social media platforms, irrespective of whether they have been associated with him or not.
Time of India
12-05-2025
- Business
- Time of India
Kohli retires from Tests: How his brand value is set to soar
Virat Kohli 's retirement from Test cricket on Monday is unlikely to dent his brand value-in fact, his endorsement fee is set to rise as major brand deals come up for renewal, executives at brands and agencies associated with him said. #Operation Sindoor The damage done at Pak bases as India strikes to avenge Pahalgam Why Pakistan pleaded to end hostilities Kashmir's Pahalgam sparks Karachi's nightmare The world's highest-paid cricketer is also looking to trim his roster of mid-sized endorsements. His team has informed several brands that their contracts are not likely to be renewed once the current agreements expire, signalling a move toward fewer, bigger partnerships. "Kohli's goodwill will outlive his playing days," said Sandeep Goyal, managing director of ad agency Rediffusion, which has been associated with the cricketer for multiple campaigns. "There are such few heroes as him... He appeals to Gen Z because of his aggression, with consumers across age and demographics because of his track record on the field, and with women consumers because he involves his family upfront in all achievements." Audi, Myntra, Manvayar , MRF Tyres, Vivo, Hero MotoCorp , HSBC , Herbalife , Vivo and O'cean Beverages are among 40 big brands the former Indian captain has endorsed. Kohli, 36, is known to charge anywhere between ₹5 crore and ₹10 crore for big endorsements per year, and have depended on the longevity and personal equations with these brands, according to two people representing sports management companies. A June 2024 report by advisory firm Kroll estimated Kohli's brand value at $227.9 million, or about ₹1,900 crore, making him India's most valued celebrity. "We will, of course, continue our association with or not," a senior executive of a large digital-only brand told ET. "We are renewing his contract (at the revised fee). He has a massive social and performance-driven connect with people who we see as potential consumers... That very few have." Kohli has over 67.8 million followers on social media platform X and over 272 million followers on Instagram, as of Monday. Kohli's own ventures include sportswear brand One8, restaurant chain One8 Commune, and athleisure brand Wrogn. He has invested in plant-based meat start-up Blue Tribe, coffee brand Rage Coffee, wellness services company Hyperice, Chisel fitness centres and gyms, and fashion platform Universal Sportsbiz. He has also invested in homegrown sportswear startup Agilitas founded by former Puma India MD Abhishek Ganguly. Kohli recently ended his over-eight-year partnership with Puma to associate with Agilitas. His retirement announcement on Instagram on Monday led to a surge of brands posting tributes on social media platforms, irrespective of whether they have been associated with him or not.
