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Time of India
21-07-2025
- Automotive
- Time of India
ETBWS 2025: Cricket advertising drives full funnel impact
For decades, no sport has united audiences quite like cricket. In recent years, however, the way the game is delivered and consumed has transformed, with digital and immersive formats reshaping how audiences engage with the sport. Brands looking to connect with cricket viewers are also evolving, crafting campaigns that drive awareness, consideration, and sales in more innovative ways. At the 7th edition of the Brand World Summit, organised by ETBrandEquity, a panel of marketing leaders explored how India's most-watched sport can be leveraged for full-funnel impact. The panel featured Lakshmi Narayanan B, CMO, CEAT Tyres; Inderpreet Singh, head of marketing, Birla Opus; Bhawna Sikka, CMO, Adidas India; Zameer Kochar, CMO, Angel One; Aniruddha Haldar, senior vice-president and business head, commuters, EV and corporate brand, TVS Motor Company; and Robin Das, founder and CEO, Brandintelle. The power of creativity, particularly in legacy-driven categories such as paints, emerged as a central theme. 'For me, advertising performance hinges on the creative,' stated Singh. 'I've seen it across 23 years of my career, the biggest delta that you get. You can talk about it qualitatively or run market mix modelling; whichever way you do it, it's the creative that makes the final difference much more than efficiency or other parameters.' Birla Opus entered a competitive paints market dominated by 70–80-year-old brands, and Singh noted that differentiation was non-negotiable. 'We had one brief: be different. If you want to win, you must be very, very different. So that's what it is for me, the power of creativity.' While creativity sets the stage, cultural integration amplifies its impact, particularly through cricket, which serves as a shared national moment. 'When you say India's largest playground for ads, nothing can beat the IPL,' said Haldar. 'We've tried pure digital, pure TV, and now follow a hybrid, because different consumers are pointedly available on their chosen medium.' For TVS, which operates in fast-growing categories such as EVs and scooters, brand experiences must extend beyond traditional advertising. 'Cricket reaches the last mile. When RCB is in the final, it's not just Bangalore, it's Bharat. If your ad fits that moment, in that flavour, it gets spoken about and earns its own media,' Haldar added. Cricket's ability to deliver upper-to-lower funnel continuity is another significant advantage. 'Cricket is the big one,' observed Sikka. 'When you look at BARC data, whether it is Champions Trophy or IPL, this year we've had 350 million audiences on linear TV, 250 million audiences on mobile. For a brand, it's the biggest platform to reach at scale.' As the official kit sponsor of Team India, Adidas does more than simply buy media; it plays a central role in the fan experience. 'When you see the Indian cricket team play in three stripes, it's unparalleled pride and equity you can't monetise. That's the upper funnel,' Sikka shared. 'Mid to lower is the product: aspiring athletes looking at footwear, fans buying the Team India jersey. During big matches, jersey sales shoot up. Are we there when people want to express their fandom? Absolutely.' Cricket also contributes to brand saliency in low-frequency purchase categories. 'The media landscape is highly fragmented. You need to be sharp to find the right media mix. It's like finding a needle in a haystack. But cricket is right on top,' noted Narayanan. CEAT's journey with cricket dates back to 1995 through CEAT Cricket Ratings and, later, a visible on-ground presence during IPL matches. 'For a category like tyres, where buying happens once every five to seven years, cricket opens the top of the funnel not just in India but globally through the diaspora,' said Narayanan. Kochar emphasised the integration of brand and business objectives. 'Brand and business are two sides of the same coin.' Angel One leverages data-driven media mix modelling, analysing 18 months of data to optimise creative, media choices, and budgets for improved RoI (return on investment). 'Our IPL association boosts visibility, recall, and consumer sentiment, with strong lifts in traffic, installs, leads, and positive business trends such as CAC (customer acquisition costs) and lifetime value,' Kochar added. Das pointed out that brands can still achieve impact without large budgets by leveraging shared viewing experiences. 'There are ways brands can leverage IPL without spending that much, especially at the bottom of the funnel,' explained Das. 'Things like more streaming, where people watch together and engage, that's something brands can explore. Not every brand has a big budget, but engagement and conversion can happen in those shared moments.'
NDTV
11-07-2025
- Entertainment
- NDTV
"I Lost My iPhone, Someone Could Have Lost Life": Man Seen Sobbing In Jaipur Viral Video
Jaipur: It's a video that has gone viral on social media - a young man lost his iPhone after his two-wheeler hit a pothole on a waterlogged street in Jaipur and skidded. The man is seen looking for the phone desperately in the water and then sobbing uncontrollably. For Bonnie Haldar, however, the newfound fame doesn't matter; the problems caused by the loss of the phone do. He had saved up to buy the iPhone on instalments to help expand the costume jewellery business he and his father run in Jaipur's Chameli Market area. From putting costume jewellery photos online to carrying out billing and creating a database of clients, Mr Haldar said the new phone helped him immensely in his business. Mr Haldar had bought the phone on 24 instalments of Rs 3,000 per month and he would have paid off the loan in just two more months. He gave up on finding the phone after looking for two hours, putting his hands in the water and desperately hoping that he would pull it up each time he tried. It turned up, coincidentally, when he was helping someone else, but it was damaged beyond repair. "I took it to a phone repair shop. Just see how damaged it is. There is no hope, and I don't think I can afford to buy another phone now," Mr Haldar told NDTV at Ramniwas Bagh, where he had lost the phone. He said he was returning to his father's costume jewellery unit at Mirza Ismail Road when the accident happened. Saw Many Skidding, Falling With a new parking lot constructed opposite Ramniwas Bagh theatre, the drains have been clogged and the road has been waterlogged. Little did Mr Haldar know when he took his Activa through the waterlogged road that he would drive right into a massive pothole, the size of a crater, right in the middle of the street. The two-wheeler skidded and he almost fell into the water. When he regained his balance, he realised that his iPhone had fallen out. सड़क पर पानी में गिरा फोन, ढूंढता रह गया युवक राजधानी जयपुर के रामनिवास बाग़ में हलधर नाम का युवक बारिश में सड़क पर भरे पानी में अपना मोबाइल गिर जाने के बाद फूट-फूट कर रोने लगा. युवक की एक्टिवा फिसल गई और मोबाइल पानी में गिर गया, जिसे वह काफी देर तक ढूंढता रहा. जब मोबाइल नहीं… — NDTV India (@ndtvindia) July 10, 2025 "As I sat here," he said, "I saw many people almost skidding or falling, or their cars getting stuck due to that huge crater in the middle of the road. I am glad the government has repaired it. I only lost my phone, someone could have lost their life." Mr Haldar recalled seeing a car with an elderly driver getting stuck in the same pothole. He got into the car to help the driver when he suddenly saw his phone floating by and reached out and grabbed it. Many people have offered to help Mr Haldar online by buying a cellphone for him, but since he cannot access his phone, he says he hasn't been able to accept. "Sometimes there is hope in the world, and sometimes you feel overwhelmed," he said with a smile. 'I Got Stuck Too' Jaipur is a UNESCO World Heritage City, but waterlogging has been a major problem, exacerbated by the fact that it has rained much more than normal this year. Local resident Jaideep Sharma, who saw the NDTV team speaking to Haldar, stopped to tell us about what he went through at the exact same spot. "This is where I got stuck too, in this big pothole. The axle of my car was damaged and the alignment went awry. It took me a long time to get the car out of the flooded road. The government should immediately take action and repair potholes." After Bonnie Haldar's video went viral, the pothole has been filled with gravel and sand, and some sandbags have been used to line the road so that water from the parking lot and ground does not flow onto it and cause waterlogging. The bigger problem, though, needs to be addressed. The Urban Development Department had come up with a Rs 400-crore plan to renovate the city's drainage system, but budget constraints came in the way of its implementation.
Indian Express
11-07-2025
- Climate
- Indian Express
Jaipur man breaks down after losing phone in rainwater, video goes viral: ‘As a country, we fail every day'
In a moment that captured both heartbreak and the everyday struggles of urban India, a young man in Jaipur was seen in tears after losing his mobile phone to rainwater flooding. The incident took place in the Ramniwas Bagh area, where heavy monsoon showers had left roads waterlogged due to inadequate drainage. According to India Today, the man, identified as Haldar, was navigating the flooded streets on his Activa when he lost balance and slipped. As he fell, his phone slipped from his grasp and disappeared into the murky water. A visibly emotional Haldar was seen wading through the water, desperately trying to find his phone. The more he searched, the more hopeless it seemed, until frustration gave way to tears. He wept, blaming the city's poor infrastructure for his loss. A passerby recorded the moment, and the video quickly went viral, sparking widespread reactions online. Guy breaking down in tears after his mobile phone reportedly slipped into rainwater in Jaipur. — Ghar Ke Kalesh (@gharkekalesh) July 10, 2025 One user said, 'As a country, we fail every day. Just when monsoon starts, we see rivers everywhere. Just when winter starts, we see smogs everywhere. Whole year: pollution, electricity issue, drainage issue. Sad thing is we all have accepted all these as regular.' Another person wrote, 'I understand the pain of losing something valuable because of someone. We protect what we care about, but when it's lost in a disaster, it breaks us. Corrupt leaders and poor systems will never understand this kind of suffering.' Many empathised with Haldar, noting the financial and emotional value a phone holds, especially for those who save up for months to afford one. 'It really is painful to see him like this because who knows with how much hard earned money he or his parents bought it,' read another comment. Residents told India Today that Ramniwas Bagh often suffers from flooding due to a slope on one side and an inefficient drainage system, a recurring issue every monsoon. This isn't an isolated case. Similar scenes have emerged from other cities too. In Gurgaon, videos showed waterlogged roads, half-submerged cars, and flooded homes – underlining how quickly urban life can be upended by a few hours of rain.
India Today
10-07-2025
- India Today
Video: Jaipur man cries after losing phone, frantically looks for it in heavy rain
In a peculiar turn of events signifying the ordeal of a person, a young man in Jaipur was left inconsolable after losing his mobile phone in rainwater. The incident unfolded in the Ramniwas Bagh area, where heavy rains had caused waterlogging due to poor man, Haldar, was riding his Activa when he slipped due to the accumulated water. As he fell, his mobile phone also slipped into the water and vanished from sight. advertisementVisibly distressed, Haldar was seen frantically searching the murky water for his phone. Despite spending a long time looking, he couldn't retrieve it. His frustration soon turned into tears as he broke down, crying and cursing the system for poor infrastructure. The emotionally charged moment was recorded and quickly went viral on social said that the area near Ramniwas Bagh has a slope on one side, and the poor drainage system often leads to severe water accumulation whenever it rains. - Ends IN THIS STORY#Jaipur#Rajasthan
Mint
26-06-2025
- Automotive
- Mint
TVS rejigs structure to change EV business head as new two-wheeler president takes charge
TVS Motor Co. Ltd has entrusted Aniruddha Haldar with managing the electric vehicle division, as the country's third-largest two-wheeler maker seeks to bolster its business in a segment where the top three companies account for nearly 70% of total sales. Haldar, a senior vice-president, succeeds Manu Saxena, a TVS veteran of over two decades, who has been tasked with leading product development and engineering for India and overseas markets, according to two people familiar with the development. TVS also appointed Vimal Sumbly, its current head of premium two-wheeler business, to oversee the domestic business of Norton, the UK-based motorcycle maker that TVS bought in 2020. These leadership changes follow TVS's appointment of Gaurav Gupta as president of its two-wheeler business in February. Before joining TVS, Gupta was the deputy managing director at JSW MG Motor India. 'The changes in the structure are effective this financial year, taking effect from April,' said one of the persons mentioned above. TVS entered the EV space in 2020 with the launch of the iQube electric scooter. Saxena, who has been with the company since 2004, has led it so far. Haldar, who is currently also heading TVS' commuter motorcycle business, has been with the company since October 2011. TVS confirmed the developments and explained its business structure in response toMint's queries. TVS has three business heads—Gaurav Gupta, president of the India two-wheeler business, Peyman Kargar, head of its international business, and Rajat Gupta, business head of commercial mobility—who report directly to the chief executive officer (CEO) Radhakrishnan. Two business heads—Vimal Sumbly, head of premium business (including Norton) and Aniruddha Haldar, head of commuter and EV business and head of corporate brand and media—report to Gupta. 'In other key leadership movements, Manu Saxena has taken up a new role as head—Global Product Planning, Design and NPD (2W),' the company said in a reply toMint's queries. The two-wheeler maker's presence in the electric ecosystem expanded to 237,576 scooters in FY25, capturing a 21% market share and growing by around 29% compared to the previous year. Out of the company's total revenue of ₹ 44,089 crore in the last fiscal, ₹ 3,364 crore came from the EV business. The company is fending off competition from Ola Electric Mobility Ltd and Bajaj Auto Ltd, who are fighting for market leadership over the last year. Bajaj, whose Chetak electric scooter helped double FY25 growth, reached sales of 230,806. TVS has taken strides in the electric scooter market during the current financial year, with it topping the sales chart in both April and May with 19,937 and 24,561 electric two-wheeler sales, respectively. With the company gaining market leadership in the electric two-wheeler segment, analysts have noted that TVS products are finding traction in the market. 'TVS Motor has established the iQube as a strong brand in the e2W segment, now offering three battery variants (2.2 kWh, 3.4 kWh and 5.1 kWh) and expanding its presence to approximately 950 dealerships,' Axis Securities analysts said in a 29 April note. The company has remained bullish on the electric scooter market, which, according to its chief executive officer, K.N. Radhakrishnan, will help push scooters' share in the overall two-wheeler market up. 'I think every time I look at it, because I used to say that with EV coming in for the scooter industry, the category share will go up. I think that is exactly what is happening,' Radhakrishnan told analysts during the firm's earnings call on 28 April. 'If you look at the scooter category share, it's now somewhere around 38%. It is likely to go up further because scooters have their own convenience, their own benefit, and with EV scooters, almost 1.2 million, whatever we have seen, I think we are expecting scooters to definitely grow,' he added. In FY25, the country saw scooter sales surge by 17% to 6.75 million units, which led to the overall growth of the two-wheeler market. Meanwhile, the company is also looking to tap the premium motorcycle market in the country with the introduction of Norton. The company acquired the UK premium motorcycle brand in 2020 in an all-cash deal for ₹ 153 crore. Since its acquisition, the company has invested more than ₹ 1,000 crore in the business. Norton will introduce its first product in the Indian market later this fiscal year. TVS share price surged by 21.2% in 2025 as against a 5% surge in Nifty Auto.
