Lights, Storytelling, Action: Elevate Your Brand Growth Through Video Marketing

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October 10, 2023

Video has emerged as the crown jewel of content marketing in the digital era. It’s a media like no other for capturing attention, conveying messages, and encouraging involvement. Whether you’re a startup looking to build a footprint or an established company looking to expand, using the potential of video marketing may be game-changing.

Why is video marketing such a potent tool for brand growth? The reasons are clear:

Engagement: Videos grab and hold viewers’ attention, allowing you to convey your message effectively.
Versatility: From product demos and tutorials to storytelling and behind-the-scenes glimpses, videos can serve a multitude of purposes.
Emotion: Video enables you to evoke emotions and connect with your audience on a deeper level.
Shareability: Engaging videos have the potential to go viral, expanding your reach exponentially.

Key Strategies for Video Marketing Success

Define Your Objectives: Start with a clear understanding of what you want to achieve through video marketing. Is it brand awareness, lead generation, conversion, or something else? Your objectives will guide your video content and distribution.
Know Your Audience: Just as with any marketing effort, understanding your target audience is paramount. What are their pain points, interests, and preferences? Tailor your video content to resonate with them.
Tell Compelling Stories: The best videos often tell stories that connect with viewers emotionally. Whether it’s the story of your brand’s journey or a customer success story, storytelling humanizes your brand.
Focus on Quality: High-quality production values matter. Invest in good equipment, editing, and sound to ensure your videos look and sound professional.
Keep it Short and Sweet: Attention spans are short, so keep your videos concise and to the point. Aim for engaging content within the first few seconds to hook viewers.
Optimize for Mobile: Many people consume video content on mobile devices, so ensure your videos are mobile-friendly. This includes responsive design and legible text.
SEO Matters: Just like written content, video content should be optimized for search engines. Use relevant keywords, write detailed descriptions, and consider adding transcriptions.
Leverage Multiple Platforms: Don’t limit your video marketing to a single platform. Share your videos on YouTube, social media, your website, and even in email marketing campaigns.
Use Calls to Action (CTAs): Encourage viewer engagement by including CTAs in your videos. Whether it’s subscribing to your channel, visiting your website, or making a purchase, guide your viewers on what to do next.
Analyze and Adapt: Regularly review video performance metrics. Track views, engagement rates, and conversions. Use this data to refine your video marketing strategy and create content that resonates with your audience.

Examples of Effective Video Marketing

Tutorials and How-Tos: Educational videos showcasing your product or explaining a complex topic can establish your brand as an authority.
Customer Testimonials: Authentic testimonials from satisfied customers build trust and credibility.
Behind-the-Scenes: Offer a peek behind the curtain to humanize your brand and show the people and processes that make it all happen.
Explainer Videos: Simplify complex concepts or services using animated or live-action explainer videos.
Live Streams: Real-time engagement through live video can create a sense of urgency and authenticity.
Webinars: Host webinars to provide in-depth information and connect with your audience in real-time.

Video marketing is more than just a trend; it’s an essential tool for brand growth in the digital era. Whether you’re a startup looking to establish your presence or an enterprise aiming to expand your reach, harnessing the power of video marketing can set you on the path to success. By defining your objectives, knowing your audience, telling compelling stories, focusing on quality, optimizing for mobile, leveraging multiple platforms, using CTAs, and analyzing performance, you can create a video marketing strategy that not only elevates your brand but also drives growth and engagement. In the world of video marketing, the spotlight is on your brand’s story and the action it inspires.

Nolet Group expands portfolio with acquisition of Lucas Bols in €269.5 Million deal

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October 9, 2023

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The family-owned Nolet Group, known for producing Ketel One vodka, has entered into an agreement to acquire Lucas Bols, a fellow Dutch distillery.

Lucas Bols’ management and supervisory boards have given their support to an offer that values the liqueurs and Tequila business at €269.5 million ($284.1 million).

Nolet, a family-owned company, has been a shareholder in Lucas Bols since the cocktail maker went public in 2015, holding a 29.9% stake in the business.

The companies announced today that the bid offers a premium of approximately 76% over Lucas Bols’ closing share price on Friday, October 6th. This recommendation has been made to the shareholders of Lucas Bols.

Lucas Bols, which will retain its name and brands, will be brought into Nolet Group as “a separate company”, the statement read. It will keep its office in Amsterdam.

CEO Huub van Doorne and CFO Frank Cocx will continue in their current positions. Collectively, they own a 5.4% stake in Lucas Bols. They have reached an agreement to sell their shares to the Nolet Group.

Van Doorne said, “Together, we create a Dutch champion in the global spirits and cocktail market with a strong portfolio of brands, the right focus and strengthened brand investments.”

For the fiscal year ending in March, Lucas Bols reported revenue of €100.9 million, reflecting a 9% increase compared to the previous year. The company attributed this growth to factors such as “premiumization,” price adjustments, currency exchange rates, and the acquisition of the Tequila brand Partida in the prior year.

Nevertheless, Lucas Bols reported that its “normalized” operating profit declined by 26.7% to €15.1 million, primarily due to elevated input and logistics expenses, as well as a significant increase in marketing expenditures, as stated by the company at the time.

The group’s adjusted net profit amounted to €10.1 million, compared to €14.7 million in the previous year.

Carel Nolet, the chair of Nolet Group, said, “Nolet and Lucas Bols complement each other well in terms of markets, brands, innovation and marketing. For us, the combination with Lucas Bols is a valuable expansion with a strong portfolio of well-known brands. Lucas Bols is an industry-leading company we know very well. We have been a large shareholder since its listing in 2015 and have been supporting the leadership in delivering their strategy ever since.”

Lucas Bols’ product lineup encompasses Passoã fruit liqueur, the sparkling liqueur brand Nuvo acquired in June, and the non-alcoholic spirits brand Fluère, which was acquired at the beginning of the year.

As per the agreement’s provisions, Lucas Bols has committed not to actively seek alternative offers from third parties. However, if a competing cash offer is presented, and the Lucas Bols boards deem it to be a more advantageous proposal and transaction, surpassing the existing deal by a minimum of 12.5%, the Nolet Group retains the option to match such an offer.

As of 10:10 BST today, Lucas Bols’ shares had surged by 70.94% to reach €17.35.

Shake Shack eyeing further UK expansion with a new restaurant in Oxford

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October 9, 2023

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Shake Shack, the restaurant chain, is said to be strategizing for further growth in the United Kingdom by introducing a new location in Oxford.

According to Oxfordmail, undisclosed contractors involved in converting the former Pandora jewellers store in Cornmarket Street into a restaurant have reported plans to open the new establishment in 2024.

At present, the chain possesses approximately 16 establishments in the UK, with the majority of these restaurants situated throughout London.

The gourmet fast-casual restaurant chain boasts a global presence with over 377 establishments worldwide.

Shake Shack has joined forces with illustrator and muralist Ellie Fryer to craft an exclusive illustration for the exterior of the building, as reported by Oxfordmail.

A statement said, “Incorporating some of Shake Shack’s signature menu items with an ‘olden’ twist, the artworks focus on bringing to life the stories, legends and cultural heritage of an Oxford past.”

A contractor at the site added, “This is going to be a Shake Shack selling burgers and shakes.”

The new restaurant in the UK will introduce a delectable menu, including flat-top dogs, ‘ShackBurgers,’ ‘ShackMeisters,’ ale, shakes, and more.

Earlier this year, Shake Shack made its debut by opening its first location at Atlantis Paradise Island resort in the Bahamas.

Shake Shack Atlantis, the restaurant’s name, boasts an extensive menu selection that encompasses made-to-order Angus beef burgers, crispy chicken, hot dogs, hand-spun milkshakes, and house-made lemonades. Additionally, the restaurant is characterized by a full 360-degree hexagon-shaped bar and floor-to-ceiling glass walls, providing diners with captivating up-close views of the renowned Atlantis’ The Dig aquarium.

Titan Hospitality unveils second Blackwall Barn & Lodge restaurant in Downtown Columbia

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October 9, 2023

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Barn & Lodge restaurant ribbon cutting ceremony

US-based restaurant management company, Titan Hospitality Group, has recently launched its second Blackwall Barn & Lodge restaurant in the bustling Merriweather District of Downtown Columbia.

A dedicated ribbon-cutting ceremony marked the grand opening, with notable attendees including Howard County’s Executive, Dr. Calvin Ball, and Maryland Region President, Kristi Smith.

Titan Hospitality Group Founder and CEO James King said, “We are incredibly proud of reaching this point in the history of Titan Hospitality Group and this grand reveal not only celebrates the opening of The Blackwall Barn & Lodge in the Merriweather District but also highlights the importance of working with a community.

“Our collaboration with the various organisations and representatives of Howard County has truly allowed us to have an opening like we have had today. We are grateful to be a part of Howard County and we cannot wait to see its residents enjoy our establishment and make many fond memories.”

The new venue will offer six distinct dining spaces, providing guests with the opportunity to experience fine dining and host special events.

The restaurant’s menu features an array of delectable dishes, including options like flaming crab dip, red brick chicken, braised duck ragu pasta, and many other tantalizing choices.

Patrons can also indulge in signature cocktails, including the tequila-infused EspresSol Martini and the iconic Titan’s Massive Mary.

Howard Hughes Maryland president Kristi Smith said, “The Howard Hughes team is thrilled to welcome Blackwall Barn & Lodge to Downtown Columbia.

“The Merriweather District has quickly become a hub of activity with all the events at Color Burst Park and the wide variety of restaurant options.

“We are looking forward to an amazing fall and winter season with the opening of Blackwall Barn & Lodge and the return of some of the community’s favourite events.”

Absolut teams up with artist Osheen Siva to honor diversity with limited-edition bottle

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October 9, 2023

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Absolut has long been at the forefront of innovative cultural endeavors rooted in artistic self-expression and purpose. Throughout its history, the brand has engaged in remarkable collaborations with acclaimed artists such as Subodh Gupta, Anish Kapoor, Bharti Kher, and Vikram Seth, resulting in numerous impactful campaigns.

This year, Absolut embarks on a fresh campaign, forging a creative partnership with the versatile artist Osheen Siva. Together, they introduce an inspiring limited-edition bottle that pays homage to the diverse identities shaping the youth of India. The campaign carries a profound message, envisioning a future characterized by inclusivity and acceptance.

Siva’s striking design eloquently melds the traditional and the contemporary, echoing the brand’s fundamental principles. The artwork comprises three distinct elements: the leftmost figure embodies the profound traditional elements embedded in Indian culture, while the rightmost figure symbolizes fluidity, queerness, and a future characterized by non-binary identity. The hands in the center symbolize the harmonious intersection of the past and the present, drawing inspiration from Absolut’s core tenets of inclusivity and solidarity.

Pulkith Modi, head of Marketing – International Brands, Pernod Ricard India, said, “Absolut has always believed in a colourless world without biases and has a legacy of working with pop culture to encourage different forms of creative expression. The introduction of the new limited-edition bottle is a celebration of the diversity and pluralism that defines young India. Together with Osheen Siva’s exceptional design that has culminated into this symbolic edition, we hope to further Absolut’s commitment towards a more optimistic future.”

Artist Osheen Siva said, “I’m elated to have worked with Absolut again for this limited-edition design! The idea for this project is close to my heart and is in line with my existing practice. It is inspired by the multiplicity and plurality that exists in our society and the hope for a better future. I hope the artwork resonates with the youth of today.”

The newly released limited-edition 750ml bottle is now accessible in every major metropolitan area.

Orill Foods amplifies production with INR 50 Crore facility in Andhra Pradesh

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October 9, 2023

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Orill Foods, a renowned manufacturer of fried gram and ready-to-eat chutneys, has announced the inauguration of a new INR 50 crore facility in Padmanabham village near Visakhapatnam, Andhra Pradesh, as revealed in their recent media release.

Andhra Pradesh Chief Minister Jagan Mohan Reddy presided over the inauguration ceremony of the company’s plant.

Sharing thoughts on the inauguration of the plant, Cherukuri Srinivasa Rao, Co-Founder and managing director of Orill Foods, said, “This is a testament to the hard work and dedication of our team, as well as our commitment to contributing to the economic development of Andhra Pradesh. With this new facility, we look forward to continue providing our customers the highest-quality ready-to-eat instant chutney products.”

From basmati to chicken: Indian products in high demand as the UAE seeks to expand imports

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October 9, 2023

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The UAE food industry has reached out to the Indian government, expressing its interest in importing various products from New Delhi, including chicken, dairy items, basmati rice, frozen marine goods, and wheat products. They highlight a substantial demand for these products in Middle Eastern countries. The UAE industry has specifically requested the Indian government’s assistance in streamlining certification procedures, enhancing coordination with the Agricultural & Processed Food Products Export Development Authority (APEDA), and aligning product standards.

They also said that high quality packaging of Indian products would help boost New Delhi players to increase exports of food and food products in countries like Bahrain, Kuwait, the Sultanate of Oman, Qatar, Saudi Arabia and the United Arab Emirates (UAE).

Commerce and Industry Minister Piyush Goyal, during his recent visit to the UAE, engaged in extensive talks with these importers, exploring avenues to enhance India’s export potential.

“There is huge scope for India to export frozen products in these countries,” Global Food Industries LLC Head of Sales UAE (Frozen and Beverages) Nissar Thalangara said.

A spokesperson from the Khimji Ramdas Group in Oman mentioned that there is a significant demand for Indian basmati rice, and a reduction in the minimum export price (MEP) for this rice would aid India in increasing its exports.

The government is contemplating a reduction in the minimum export price (MEP) from the current USD 1,200 per tonne to USD 850 per tonne.

Another importer from GCC (Gulf Cooperation Council) countries raised the issue of halal certification.

India has a well-established halal meat certification system.

Fauzan Alavi, Executive Director of Allanasons Pvt Ltd, pointed out that the free trade agreement between India and the UAE is playing a pivotal role in fostering the export of meat products.

“We see more opportunities to increase our exports from India to UAE,” Alavi said.

Echoing a similar sentiment, Kirti Meghnani, Head of Retail Procurement at Choithrams, emphasized that an emphasis on product packaging will empower Indian exporters to expand their trade with the UAE and other nations in the Gulf region.

Nitesh Ved, Chairman of Appcorp Holding, proposed that establishing an APEDA office in this region would be beneficial for the food industry.

Another importer from the GCC group mentioned the demand for products from Indian cottage industries. To meet this demand, India needs to address matters related to standards, packaging, and labelling.

The India-UAE trade agreement was implemented in May last year.

The bilateral trade between the nations surged to USD 84.9 billion in 2022-23, up from USD 72.9 billion in 2021-22.

Indian classic ‘Rajma Chawal’ earns global acclaim, ranks high on Taste Atlas’ Finest Bean Dishes List

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October 9, 2023

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Indian cuisine is renowned for its diverse and vibrant flavors, and this reputation extends far beyond our borders. The global recognition of its excellence speaks to its universal appeal. Within the vast array of Indian dishes that offer comfort, ‘Rajma Chawal’ truly stands out. This dish holds a cherished spot in Indian homes, providing a deeply satisfying experience for the soul. The enticing aroma of red kidney beans simmered in a flavorful onion and tomato-based gravy, accompanied by fluffy steamed rice, creates a delightful harmony of tastes and textures. It’s more than just a meal; it’s a comforting embrace that brings solace and contentment.

In a recent update, Taste Atlas, a renowned global food catalog, has acknowledged Rajma Chawal as one of the finest bean dishes worldwide. Beyond Rajma Chawal, this travel online guide has also included Rajma in its esteemed list. Rajma holds the 18th position, while Rajma Chawal is placed at number 24, both receiving impressive ratings of 4.2 out of 5 for Rajma and a commendable 4.1 out of 5 for Rajma Chawal. These rankings undoubtedly affirm the widespread adoration for Rajma in the culinary world.

The Taste Atlas website has mentioned about Rajma as, “Although closely associated with North India, where it is a staple food, red kidney bean was actually brought to the country from central Mexico and Guatemala, but the Mexican version of the dish is much different than the Indian one. Hearty and nutritious, Rajma remains one of the most loved vegetarian curries in Punjab and North India.”

Curious to know which dish emerged victorious? Greece’s Gingandes Plaki has claimed the coveted number one spot with a stellar rating of 4.6 out of 5. This delectable dish features large white beans simmered in a zesty tomato sauce, generously infused with extra virgin olive oil and a medley of vegetables. It’s also commonly referred to as Greek-style Baked Giant Beans and is an ideal choice for a satisfying dinner.

Coming in at a close second is ‘Khoresh Gheymeh’ from Iran, boasting an impressive rating of 4.5 out of 5. This dish is crafted with yellow split beans.

Securing the third spot is ‘Pasulj,’ a Serbian soup made with white beans, earning a commendable rating of 4.5.

Swiggy competes with Zomato Gold with its new affordable Swiggy One Lite subscription plan

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October 9, 2023

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Food delivery giant Swiggy has rolled out Swiggy One Lite, a budget-friendly variant of its subscription service, Swiggy One. This new offering provides users with advantages like complimentary deliveries, exclusive promotions, and discounted rates, all available at an introductory price of INR 99 for three months.

Subscribers to this service will be entitled to 10 complimentary food deliveries for orders exceeding INR 149, along with 10 free Instamart deliveries for orders surpassing INR 199. Additionally, they will enjoy further discounts at all participating restaurants, and a 10% price reduction on Swiggy’s pick-and-drop service, Genie.

The introduction of this new segment within the broader Swiggy One program enables the foodtech giant to enhance its platform’s monetization, a crucial move given Swiggy’s current position trailing behind Zomato in the Indian food delivery market.

In terms of the features included in Swiggy One, the company provides unlimited complimentary deliveries for both food and groceries, along with extra discounts at its partner restaurants. The subscription plan is priced at INR 249 to INR 749 for a three-month duration for the majority of users, with a reduced rate offered to select customers.

In contrast, Zomato’s subscription service, Zomato Gold, provides unlimited food deliveries, prioritized processing of Gold orders, and extra discounts, typically priced at around INR 199 to INR 299 for a three-month period. It’s worth noting, though, that Zomato Gold perks do not apply to the grocery delivery platform Blinkit.

Commenting on the launch of the cheaper version of the plan, Anurag Panganamamula, vice president of revenue and growth at Swiggy, said, “After a successful B2B launch with leading players, we’re excited to introduce Swiggy One Lite on the Swiggy platform as a pocket-friendly alternative designed to bring value to our customers, especially those yet to experience the unparalleled benefits of the Swiggy One program.”

As per Panaganamamula’s findings, 90% of Swiggy One members utilize multiple services. Swiggy is introducing Swiggy One Lite to its user base through collaborations with telecommunications and financial institutions. According to the prominent foodtech company, various brands are offering Swiggy One Lite memberships bundled with their products.

The prominent foodtech company faced significant scrutiny recently when certain users claimed it was imposing excessive charges on their orders.

However, Swiggy said no customer was overcharged and attributed the issue to a technical bug. “We confirm no customers have been overcharged and they have paid the correct amount. This was due to a tech bug, which we have fixed. We continue to deliver thousands of orders every minute to our customers,” a Swiggy spokesperson said.

According to Prosus’ annual report, Swiggy’s losses surged to $545 million in 2022, up from $300 million in 2021. As per Prosus’ data, Swiggy’s total revenue also increased to approximately $900 million in the same year, compared to $600 million in the previous year.

Meanwhile, Swiggy’s financial filings for the fiscal year 2022 revealed a net loss increase to INR 3,628.9 crore, with revenue reaching INR 5,704.9 crore.

ITC to intensify green logistics programme for last-mile FMCG deliveries in FY24

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October 9, 2023

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ITC is intensifying its commitment to environmentally-friendly logistics by incorporating electric vehicles into its last-mile operations for fast-moving consumer goods (FMCG) products. The company’s goal is to significantly increase the deployment of electric vehicles, aiming to complete more than 75,000 trips in the fiscal year 2024.

Presently, the company’s electric vehicle (EV) initiative is active in major cities throughout the nation, including Delhi, Kolkata, Bangalore, Mumbai, Hyderabad, Pune, Siliguri, and Patna. At the moment, these EVs are facilitating more than 30,000 trips annually, and there is a continuous expansion of this program underway.

The company emphasized the utilization of electric vehicles (EVs) for last-mile deliveries, focusing on smaller-sized vehicles that are well-suited for covering shorter travel distances.

In a statement, B Sumant, Executive Director, ITC Ltd said, “ITC embarked on its sustainability journey a few decades ago and today, we stand at the forefront of the movement to integrate sustainability into every facet of business operations. The introduction of electric vehicles is yet another pivotal step in greening our value chain.”

“Moreover, it serves as a catalyst for promoting planet friendly interventions aimed at transitioning to a net zero economy. As we move ahead, we are committed to scaling up our Green Logistics efforts significantly in line with our bold and ambitious Sustainability 2.0 Vision in order to contribute to a greener and cleaner earth,” he added.

He mentioned that this initiative aligns with the Government’s goals of achieving net zero emissions and follows the Gati Shakti master plan, which advocates for the implementation of eco-friendly logistics practices.

As part of its Sustainability 2.0 agenda, ITC has set a target to satisfy 50 percent of its overall energy demands using renewable sources by the year 2030. Currently, renewables already account for 43 percent of ITC’s total energy requirements.

ITC is working with various EV aggregators and OEMs for its green logistics programmes “The integration of electric vehicles (EVs) into the final leg of the company’s value chain will significantly reduce carbon footprint, while also enhancing cost competitiveness. This shift towards EVs will translate into annual savings on fuel expenditure,” the company added.

The FMCG company expressed that a more supportive environment in the future will result in increased access to electric vehicles, extended range for the EVs, and improved charging infrastructure.

ITC is focusing on optimising the use of logistics across divisions. “The primary objective is to enhance operational efficiency by optimising transportation routes, deploying higher capacity vehicles and transitioning to lower-emission modes of transportation, such as rail, waterways and sea routes,” it added.

The company has strategically located its Integrated Consumer Goods Manufacturing and Logistics (ICML) facilities near the market to serve its FMCG businesses efficiently. This strategic positioning allows for direct deliveries to customers, simplifying logistics and minimizing environmental effects.

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Key Strategies for Video Marketing Success

Examples of Effective Video Marketing