ChildFund India trains nearly 500 tribal women to be Entrepreneurs with support of Citi Foundation

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ChildFund India today announced nearly 500 tribal women received skills training in the key areas of leadership, community entrepreneurship, financial planning and poultry management under the project –“P2P – Poverty to Prosperity” supported by the Citi Foundation’s ‘India Innovation Grant Program’(IIGP).These trained tribal women aged between 18 to 24 years and from low income communities located in 20 villages across Jhabua, Dhar and Alirajpur districts in Madhya Pradesh were handed out poultry as well as thesupport to build poultry sheds on completion of their 6 month program.

The event attended by distinguished dignitaries – Sh. KantiLalBhuria, Hon’ble MP, Sh. Shanti LalBilwal, Hon’ble MLA, Ashish Saxena, Collector, Jhabua, AnuragChoudhri, CEO Jhabua, MP Govt., Mahesh Chandra Jain, Superintendent of Police, KawalawatiBhuria, President, ZilaPanchayat, Debasis Ghosh, Public Affairs Officer, Citi India and Neelam Makhijani, Country Director & CEO, ChildFund India had almost allthe1000 project beneficiaries and technical partner organizations in full attendance. The highlight of the event was the personal account by two of the latest beneficiaries who shared their experiences as well as future plans for managing and expanding their poultry farming, post the completion of the program.

A recipient of the Citi Foundation’s ‘2016 India Innovation Grant Program’, Project –‘P2P – Poverty to Prosperity aims at addressing economic livelihood opportunities among low income women, by addressing the local economic livelihood problem of the area. Low fertility of land and soil erosion, coupled with scarcity of rainfall, forces the ‘Bhils’ (a Tribal Community), to migrate out of the region in search of alternate livelihoods, where they mostly end up working as low paid laborers. ‘Poverty to Prosperity’ equips these women with entrepreneurship, leadership and financial inclusion skills required for creating an alternate source of livelihood in poultry farming and further supports them in setting up their poultry shed and with the initial poultry required for setting up the business. Further, as part of the self-sustaining model ChildFund India helps in the formation of a Producers Company that collectively helps the women to take poultry farming to a profitable scale.

Neelam Makhijani, Country Director, ChildFund India said, “This project strives to empower the tribal women to turn into entrepreneurs, creating viable and sustainable livelihood options for them. We have been able to successfully assist hundreds of tribal women in the project areas with training and facilities to initiate poultry farming. A lot more needs to be done and ChildFund India is committed as an enabler to create change makers! We are thankful to Citi Foundation for their support as this partnership provides several opportunities both for tribal women in Madhya Pradesh and for the organization to learn from and replicate a sustainable model that changes lives!”

Citi India Public Affairs Officer, Debasis Ghosh said, “The P2P program is well aligned with the Government of India’s ‘Skill India’ mission and Citi Foundation’s focus to support young people from low income households build financial assets, enable entrepreneurs to create jobs and community based organizations to strengthen and transform communities.
The program not only creates economic opportunities for tribal women, but through a market place intervention, ensuresa scalable model that is critical to the long term economic success of the individuals and the communities in the three tribal regions of Madhya Pradesh.”
The 2016 IIGP, now in its third year, is focused on skilling youth and connecting them with economic opportunities that will, in turn propel economic progress and inclusion in India.


Axis Mutual Fund conceptualised idea to celebrate Mother’s Day by spending time with another mother

A day prior to Mother’s Day, Axis MF employees went to an Elders Home to spend time with few mothers, living their experiences and sharing the warmth as the employees would with their own mother.

“Little things in life make all the difference. While we celebrate special days with our loved ones, be it our parents or wife and children, it’s always nice to make a day for the larger world out there and make them feel a little better” says Mr. Karan Datta, Chief Business Officer – Axis Mutual Fund.

Basis this thought, Axis MF conceptualised the idea to celebrate Mother’s Day in an exceptional way by spending time with another mother. The intention was to experience those smallest special nuances with the mothers and pass on the message to all, that Mother’s Day can be made special to any mother and on any day.

Aditya Birla Fashion and Retail Ltd. Tie Up with Khadi and Village Industries

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Aditya Birla Fashion and Retail Ltd. and Khadi and Village Industries Commission, Ministry  of MSME, Government of India today announced a strategic collaboration to strengthen the synergies between the two iconic Indian brands.  This initiative is in line with the Hon. Prime Minister’s vision of promoting ‘Khadi for Fashion’ and hand-woven fabric. The agreement document was exchanged between Ms. Anshu Sinha, CEO, KVIC and Mr. Ashish Dikshit, Business Head, Aditya Birla Fashion and Retail Ltd. in the august presence of Shri Vinai Kumar Saxena, Chairman KVIC, and other dignitaries.


As a part of this strategic partnership, Peter England, leading menswear brand from the fashion brands portfolio of Aditya Birla Fashion and Retail will be among the leading brands to develop an exclusive product line branded as ‘Khadi by Peter England’.


Speaking on this partnership, KVIC Chairman V.K. Saxena said, “Khadi, the heritage fabric of India which was discovered and promoted by none other than Mahatma Gandhi, has grown with passage of time and has come to become a major job provider in rural areas at a very low cost capital investment.  Hon’ble Prime Minister Shri Narendra Modi has given a major boost to Khadi Programme by regularly appealing to the countrymen to buy Khadi and support rural artisans.  This has created a great demand for Khadi and I am happy to inform that the Khadi and Village Industries sale has crossed Rs.50,000 Crore mark during 2016-17. The KVIC – Aditya Birla Fashion and Retail Ltd. convergence is a major initiative to bring Khadi into the branded garments market in a big way with better designs, colours, and style to cater to the youth segment and the high end market. This convergence will provide around 2 lakhs man hours to the Khadi artisans and will definitely bring in much needed professional input in Khadi readymades.”


Commenting on the collaboration, Mr. Ashish Dikshit, Business Head, Aditya Birla Fashion and Retail said, “Our partnership with Khadi & Village Industries Commission is a testimony of our commitment towards innovative and sustainable fashion. Reckoned as ‘Fabric of the Nation’, Khadi is a symbol of self – sufficiency, a versatile fabric that is trendy, with high-fashion appeal in its pure, rustic form. Authentic, Indian products resonate strongly with the Indian consumers and there is an increasing demand for hand-made fabric, that stays true to its roots and exudes simplicity and vogue at the same time. Through our partnership with KVIC, we aim to bring the rich Indian heritage of hand-woven fabric closer to our discerning consumers.”


Elaborating on this strategic initiative, Ms. Anshu Sinha, CEO, KVIC said “KVIC has been taking many new marketing initiatives to promote Khadi and village industries products.  Bulk orders has been received from Corporates, PSUs and Govt. Departments like ONGC, Air India, Ministry of Health, J. K. Cement etc. to develop the market for Khadi and also provide professional expertise in area of designing product development etc. KVIC has developed convergence with major market leaders like Raymond Ltd. and Aditya Birla Fashion and Retail Ltd.   This will be a win win proposition for both the organizations and will bring in sustainable employment to Khadi artisans.”

Wrigley added another chapter to its Doublemint by launching Doublemint© Gums TVC


Wrigley has now added another chapter to its Doublemint© Mints TVC by launching Doublemint© Gums TVC.; an exceptional coming of age love story. Now, extending both, the Doublemint portfolio and the TVC, Wrigley introduces a new chapter to the love story with the release of Doublemint Gums.


Doublemint© Gums TVC is also directed by the famous film maker Shoojit Sircar and shows the growing intimacy between the quintessential romantic young couple at a party on the dance floor. Like the Doublemint Mints TVC, Doublemint© Gums TVC has the beautifully sung background cover of “ek ajnabee haseena se”, originally sung by the legendary Kishore Da.



Reinforcing Doublemint© Mint’s freshness proposition, Doublemint Gums TVC encourages all to ‘Start Something Fresh’ whilst making ‘long lasting connections’.  


The iconic heartwarming Doublemint Mints film won millions of hearts soon after its release. It crossed 3 million views on YouTube in just 3 weeks! Today, the advertisement has received more than 1 crore views, of which more than 70% is organic. Most recently, the TVC was awarded as the Top 10 ads on YouTube Ads Leaderboard 2016.


NEXA Journeys On Asian Highway 1 Driven By S-Cross on Discovery Channel

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NEXA Journeys On Asian Highway 1 Driven By S-Cross, the first ever travel show covering the entire stretch of the Asian highway is all set to launch this month. The series will showcase the less explored territory which has raised curiosity amongst the discerning traveler’s keen to take up the journey on the ultimate cross country road trip. The adventurous journey of five celebrities on Asian Highway 1 (AH1), will premiere on 21st May at 7:30 pm only on Discovery Channels (Discovery, Discovery Turbo and Discovery HD)

This one-of-a-kind travel show brings together an exclusive partnership between Nexa, symbolic for new experiences, and WorldWide Media, a leading lifestyle and entertainment company. To provide a stunning cinematic experience for its viewers, this show will capture the journey of five different travelers and celebrities on the most adventurous unexplored terrain.

Speaking on the initiative Mr. R.S. Kalsi (Executive Director, Marketing & Sales, Maruti Suzuki) said, “NEXA marks the first initiative by an automobile company to go beyond selling cars and create a new format of lifestyle experience for the customers. NEXA Journeys is not just about being able to explore new places; it’s about indulging your senses and experiencing new things, trying something unthought-of. Tasting the feeling that money can’t buy. NEXA Journeys on Asian Highway 1’, is one-of-a-kind travel show that aims to provide a new exclusive format for experience seekers.”

Commenting the launch, Deepak Lamba, CEO- Worldwide Media said, “The series marks WWM’s foray into television production, our aim is to provide holistic branding and marketing solutions to brands we work with, in NEXA we found the ideal partners, to co-create a unique property through cutting-edge content. Nexa Journeys on Asian Highway 1’ is truly experiential in its form, and tick marks all the relevant boxes to reinforce the new age phenomenon of content marketing. Our portfolio brands Top Gear Magazine India and Lonely Planet Magazine India are on board as marketing partners and they already have a strong credibility in the auto and travel space which will reflect in the show’’.

Identifying the travelers for this epic road trip began with choosing five passions viz. acting, cooking, photography, singing and an auto enthusiast. Basis this, five celebrities were chosen, who associated strongly with these passions in their life. Entries were then invited from across India to select five interesting personalities who will accompany the five celebrities through this journey.

Actress Pallavi Sharda, Chef Saransh Goila, Fashion photographer Taras Taraporvala, Editor of TopGear Magazine Girish Karkera, Singer Natalie Di Luccio, Professional race car driver Hussein Kachwala, Cinematographer Sai Sanil, Media consultant Naved Farooqui, Musician Kunal Kundu and PR consultant and content writer Madhurima Roy will be seen on board taking this life-changing experiential journey. Apart from this, the show will also encapsulate and showcase the different passion of each of the participants such as acting, cooking, photography, singing and writing.

This seven episode series will cover the journey of a lifetime for these 10 people which begins from Delhi, as they travel through UP to Varanasi, exploring the treasure trove of culture the oldest city in the world has to offer. Crossing Jorhat in Assam they visit the serene tea gardens as they continued to Majuli the biggest river island in the world situated in the Brahmaputra. Here they experience the unique culture of the locals, travelling on-board ferries which are a way of life on this island. Moving on further to Kohima, a hilly district in Nagaland, they discover the indigenous tribes, their music and the matriarchal society characteristic to most north eastern states. From here their next stop was Manipur to witness the border town of Moreh, located on the India-Myanmar border in the Chandel district, which ignited a sense of patriotism amongst the travelers. Further they crossed the borders of India and move into Bagan in Myanmar known for the Bagan Archaeological Area, where more than 2,000 Buddhist monuments tower over the pristine green plains, this also gave our travelers a peak into the Buddhist culture. In the final leg of the trip, they begin their journey from Myanmar to Bangkok in Thailand which marks the completion of this epic journey.

10 traveller’s, 4325 kilometers, 3 nations, one long road trip, here it’s not about the destination but about the journey, experiencing the new, the different and the diverse, exactly what this road trip offers.

Watch ‘NEXA JOURNEYS ON ASIAN HIGHWAY 1 DRIVEN BY S-CROSS’ only on Discovery Channel every Sunday at 7:30pm

“vHealth by Aetna” Global Digital Health Care Service launched in India

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(L to R): Dr. Sneh Khemka, President of Population Health, Aetna International along with Manasije Mishra, MD, Indian Health Organisation & Aetna India


India is the first market in the world to see the launch of ‘vHealth by Aetna’ (www.aetnainternational.comand is set to become the centre of excellence for global expansion of this service, with subsequent launches planned in other key global markets later this year. The Indian Health Organisation, Aetna International’s fully owned subsidiary in India, plans to have 4 million members in India by 2020, with revenue of INR 300 cr.

‘vHealth by Aetna’ is set to transform health care across the world.  The service is set to give patients a very different experience when they see a doctor, designed so that doctors have extended time with patients, to listen to their concerns, and treat them with courtesy and professionalism.  Consultations are delivered virtually, through a new mobile app, where they can communicate with in-house primary doctors by video call, or by telephone call.  The doctors can prescribe, refer to specialists, and advise on medical concerns.  Not only does this innovative service provide comprehensive, accessible primary health care, it also paves the way for a fully connected care package, reducing the need for hospital visits, and allowing members to manage their own health and keep all their health care records in one place.

As well as the clear benefit of fast access to a doctor from any convenient location, ‘vHealth by Aetna’ is also very cost effective, reducing the need for a physical consultation by an average of 47%.  Patients can rate their doctors immediately, and each doctor is carefully audited to ensure only the highest care, whilst maintaining complete confidentiality.

In India,’ vHealth by Aetna’ will be available at an annual subscription cost of Rs. 2400 for a family of four.  This will entitle members to unlimited primary care consultations, to include the management of chronic conditions, treatment of minor illnesses, advice on alternate treatment options, interpretation of diagnostic reports and guidance to stay healthy. Diagnostic tests can be arranged at the member’s home and medication can be delivered to their door. Doctors will also refer members to appropriate medical specialists at our partner centres at discounted prices where appropriate.

Dr Sneh Khemka, President of Population Health, Aetna International said, “At Aetna International, we believe that new innovations and technology will fundamentally change the way health care is managed and delivered. India has a reputation for rapid acceptance of technology, including smartphones, making it a perfect market for the launch of such an innovative tool, which we believe will revolutionize the primary care system.  The combination of our ‘vHealth by Aetna’ centre, our clinical expertise and our extensive network of medical partners, allows us to provide a uniquely integrated healthcare journey, which we believe will be of enormous benefit to our members.  We are very excited for India to be leading the way with this first launch of ‘vHealth by Aetna’.”

Manasije Mishra, Managing Director, Indian Health Organisation & Aetna India said, “Health care can appear complex and hard to navigate. ‘vHealth by Aetna’ can be a guide and partner in managing your family’s health.”  He continues, “Our doctors are trained and certified as per Swiss tele-medicine standards, and follow robust clinical protocols built by Medgate A.G., a Swiss market leader in tele-medicine for over 15 years.  These protocols, customised for India, enable our doctors to provide evidence based diagnosis and care.  We believe that the resulting clinical quality, together with the breadth and convenience of this service will be unparalleled in the Indian health care market.”

Lay’s MAXX TVC portrays the New Macho Man

The new Lay’s MAXX TVC portrays the new macho man who has the innate style to win over situations effortlessly.

The message lies in the treatment of the advertisement starting from the backdrop to the tonality. The TVC showcases the quintessential biker gang showdown set against the backdrop of a suburban pub, with a MAXX twist to the plot. The camera angles and focus in play with the background score creates the necessary tension leading to a confrontation up till the climax. The portrayal of the MAXX crunch moment with the sonic boom that comes from the protagonist biting into the crunchy chip, mirrors the attributes of the chip while reiterating the idea of machoism inherent in the contemporary ‘MAXX’ Man. The jerky camera moves followed by the product shot and information, gives MAXX the necessary treatment of the rustic and rugged chip for the new macho men.


Speaking about the campaign, Dilen Gandhi, Marketing Director, PepsiCo India, says, “Lay’s has been the most loved potato chip for years, and MAXX, the global, premium superhit from our portfolio, has witnessed equal zeal and enthusiasm by the consumers since its launch. The new TVC manifests the MAXX characteristics through a powerful yet subtle narrative. The ruggedness of the chips and the authenticity is well portrayed through the treatment of the commercial and we believe that after seeing this our consumer will have a stronger connect with the product. We are confident that the new TVC will fortify our brand presence in the market.”


Commenting on their creation the Creative agency spokesperson Senthil Kumar ,CCO, J . Walter Thompson says, “The TVC brings alive the distinct taste and flavors that define the powerful MAXX experience. Our aim was to highlight the attributes of the MAXX man, narrating the traits that define contemporary macho as against the conventional macho. And the MAXX crunch moment acts as the best differentiator, setting apart our protagonists from the rest in the pub. We hope that our consumers will connect with the storyline and identify Lay’s MAXX for its rugged and rustic nature.”


The power packed campaign was released on on 21st April 2017 and on television in all leading channels on 24th April 2017 .



Creative Agency:

  • Chairman and Chief Creative Officer:  Senthil Kumar
  • Executive Creative Director:  Sumati Singh
  • Executive Business Director: Ritu Nakra
  • National Planning Head: Mythili Chandrasekhar.
  • VP strategy planning: Jayati Majumder
  • Planning Director: Noor Samra
  • Account Director: Rajat Das
  • Creative Director Copy: Reshna Banerjee


Production house:

  • Director: Sunhil Sippy
  • Producer: Firecrackers
  • DOP: V. Manikandan