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Time of India
04-07-2025
- Business
- Time of India
ET Shark Awards 2025: RoI, AI, and purpose-driven storytelling take centrestage
The 7th edition of the ET Shark Awards served as a powerful barometer for the evolving landscape of Indian marketing. The shortlisted entries indicate that work emerging from across the country is increasingly sophisticated, data-driven, and deeply attuned to consumer needs. According to India's leading marketing heads, who formed the jury for this year's ET Shark Awards , the campaigns that stood out underscored a strategic pivot towards impact and consumer connection. This suggests that brands aren't moving away from the fundamentals, and perhaps never will. Presenting the top trends spotted by our esteemed jurors Hearting consumers, always At the core of all effective campaigns, as repeatedly emphasised by the jurors, lies an intense focus on achieving and maintaining relevance with the consumer. This goes beyond superficial engagement, delving into a profound understanding of audience needs. The jurors reviewed several campaigns that identified a clear problem and uncovered deep consumer insights before proposing a solution. Abhishek Gupta, Chief Marketing Officer , Edelweiss Life Insurance, highlighted, 'What I could see is the ability of marketers to use consumer insights and then come up with solutions. It is not just a solution, it is a consumer insight solution. There is a problem, for that problem there is an insight, and for that insight there is a solution.' Anvesha Poswalia, Head of Marketing – Digital Business at Shemaroo Entertainment, reinforced this, stating that a lot of the good work (that she evaluated at the ET Shark Awards this year) had a very simple consumer insight at the heart of it. Regional nuances get refined A significant shift identified by the jurors was brands' acute awareness of India's diverse cultural fabric. Rumi Ambastha , VP - Marketing at Mila Beauté, noted how brands have started to understand the importance of diving deep into different pockets of India. This signifies brands' move towards tailoring messages to local sensitivities for deeper resonance. Ambastha observed that several brands are going on the ground to do research on what really works for the regional cohorts. Madhu Singh, VP - Electric Mobility, TVS Motor Company, also observed that a lot of the work entered into the ET Shark Awards this year featured several regional nuances. Another trend he saw clearly shaping up was age-based targeting by brands. Maturity hits RoI-centric marketing The prevailing sentiment among the jurors was a strong pivot towards measurable business outcomes, signalling a mature approach to marketing investment where profitability takes centrestage. A key observation was the industry's return to business fundamentals and profitability. While stellar insights drive a campaign far and beyond the corners of social media, what brings it home is execution, aligning it to the right business objectives. Neha Rao, VP - Marketing, Bikaji Foods International, said, 'Today, everybody's become really cognizant of RoI-driven marketing. While I don't think that sort of takes away the soul of it, it also gives it a newfound purpose.' This indicates that while creative brilliance is valued, its ultimate purpose is now often assessed by its contribution to the brand's financial health. According to Gaurav Ramdev , Chief Growth & Marketing Officer, Protean eGov Technologies, many brands today are looking at marketing communication from a 360-degree lens. This points to a cohesive and synchronised effort across all touchpoints, ensuring a consistent brand experience, he opines. AI for amplified creativity Technology's role in marketing has become undeniably central, but the jurors at the ET Shark Awards saw brands using it as a strategic application rather than for its own sake. Tejnoor Grover , Associate Director, Marketing - MPL, was particularly impressed with the multi-channel approach taken by several brands. He observed that digitisation is now used as a tool to reach mass audiences. That said, Grover also highlighted how brands are rolling out sophisticated deployment across various digital touchpoints, elevating experiences. The increasing use of AI was a notable observation for most jurors. AI for distribution, creativity, and scalability has been the focus of many brands whose work was entered at the ET Shark Awards this year. The elevated use of technology with AI layers stood out for many jurors. Marketers are of the opinion that brands are now looking at AI as a tool to enhance, rather than replace, human creativity and strategic thinking. Focus on purpose-driven storytelling Amidst the analytical rigour, the jurors affirmed the enduring power of compelling narratives, particularly those rooted in strong brand purpose and a clear message. Santosh Singh, President & Global Head – Marketing & BE, Tata Technologies, made a close observation. According to him, brands are focusing on purpose more than ever before. Even the newer ones on the block are looking at establishing their brand purpose very early on. 'This indicates a strategic shift towards building deeper, values-based connections with consumers,' he added. Chirag Kishan Aga, Chief Marketing Officer, Godrej Pet Care, shares similar views. Insight-led storytelling continues to positively impact campaigns. This reinforces that the most impactful stories are those that emerge directly from a profound understanding of the consumer, making them relatable and authentic, he said. Ratnesh Kumar Pandey, Director & Head – Marketing, Lauritz Knudsen, highlights that even with complex execution, a strong, simple core idea can resonate most powerfully. That means, at the end of the day, it's all about that one idea. The takeaway from the work entered at the ET Shark Awards is that marketers are demonstrating a sophisticated understanding of a fragmented media landscape, orchestrating integrated campaigns and bravely exploring unconventional avenues to engage with consumers. Note: PwC India, the Knowledge Partner for the awards, conducted meticulous due diligence for all entries, shortlisting them for a three-city jury process. These shortlisted entries were then evaluated against predefined parameters by a panel of over 100 CMOs, marketing heads, and creative leads from leading brands in shortlisted entries were later evaluated by a panel of Grand Jury members comprising India's top CEOs, MDs, and founders. The Grand Jury was chaired by Suresh Narayanan, Chairman and Managing Director, Nestlé India — a name that truly needs no introduction in the Indian business awards ceremony will be held on July 4, 2025, at Grand Hyatt, BKC, Mumbai, where the winners will be revealed and their work will be celebrated.
Time of India
13-06-2025
- Entertainment
- Time of India
Shemaroo Entertainment's new ad speaks a father's unspoken love
HighlightsShemaroo Entertainment honors fathers through the #UnderHisUmbrella campaign, emphasising their quiet resilience and selfless love, depicted in a moving film where a father steps out from under an umbrella to protect his family from the rain. Arghya Chakravarty, chief operating officer of Shemaroo Entertainment, highlights that the campaign celebrates fathers who often remain in the background, showcasing their strength and love through small acts of care. Anuja Trivedi, chief marketing officer of Shemaroo Entertainment, explains that the campaign aims to emotionally connect with audiences by recognizing the understated yet profound role fathers play in households, using the umbrella as a powerful metaphor for security and warmth. Some heroes don't wear capes. They simply raise their hands to shield us from life's storms — quietly, lovingly and without ever asking for anything in return. This Father's Day, Shemaroo Entertainment turns the spotlight on these everyday heroes through its new campaign film, #UnderHisUmbrella, a moving celebration of a father's quiet resilience and selfless love. The campaign paints a simple yet deeply stirring picture. The film, set on a rainy day, captures a subtle yet powerful moment: a father steps out from under the umbrella, choosing to get drenched so that his wife and daughter can stay dry. A small, selfless act that speaks volumes. It becomes a perfect metaphor for fatherhood, where love is not shown through grand gestures, but through silent sacrifices. Because that's what fathers do. Speaking about the campaign, Arghya Chakravarty, chief operating officer, Shemaroo Entertainment, said, 'With #UnderHisUmbrella campaign, we continue that legacy, celebrating the fathers who often remain in the background yet form the backbone of the family. Their strength lies in their silence and their love in small acts of care. This campaign is a tribute to that unspoken emotional bedrock.' Unlike many celebratory campaigns that center around overt gratitude, this one gently urges viewers to feel, remember, and recognise. It's designed to stir a memory— when he protected you, drove silently through the night, or was simply there with a quiet presence that always meant safety, the company stated in a press release. Anuja Trivedi, chief marketing officer, Shemaroo Entertainment, further added, 'From a strategic perspective, this initiative allows us to connect deeply with our audience on an emotional level. We recogniae the profound yet often understated role that fathers play in every household. The #UnderHisUmbrella campaign is our way of celebrating that universal truth. The visual metaphor of an umbrella represents security, warmth, and selflessness. By bringing this to life in a relatable context, we hope to spark recognition and appreciation for the unsaid ways fathers protect and nurture.' This Father's Day, by transforming everyday moments into powerful metaphors, Shemaroo Entertainment strengthens its emotional bond with audiences and continues its legacy of stories that heal, connect and endure. Shemaroo Entertainment's campaign conveys that when a father smiles, it's not just a moment of personal joy, it's a reflection of harmony, strength and hope in every household. It's in that smile that Shemaroo Entertainment's brand philosophy, India Khush Hua , truly finds its meaning, the company added. Watch the video here:
Business Standard
14-05-2025
- Business
- Business Standard
Shemaroo Entertainment reports consolidated net loss of Rs 5.12 crore in the March 2025 quarter
Sales rise 2.72% to Rs 204.27 crore Net Loss of Shemaroo Entertainment reported to Rs 5.12 crore in the quarter ended March 2025 as against net loss of Rs 14.28 crore during the previous quarter ended March 2024. Sales rose 2.72% to Rs 204.27 crore in the quarter ended March 2025 as against Rs 198.86 crore during the previous quarter ended March 2024. For the full year,net loss reported to Rs 84.96 crore in the year ended March 2025 as against net loss of Rs 40.67 crore during the previous year ended March 2024. Sales declined 3.13% to Rs 685.10 crore in the year ended March 2025 as against Rs 707.20 crore during the previous year ended March 2024. Particulars Quarter Ended Year Ended Mar. 2025 Mar. 2024 % Var. Mar. 2025 Mar. 2024 % Var. Sales 204.27198.86 3 685.10707.20 -3 OPM % 1.16-3.79 - -11.64-0.04 - PBDT -3.46-15.47 78 -108.30-31.71 -242 PBT -4.97-16.87 71 -114.35-37.29 -207 NP -5.12-14.28 64 -84.96-40.67 -109
