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“Fair, glow - it is all the same - all about bright and white skin. The re-branding seemed (pardon the pun) more a cosmetic exercise, perhaps to mitigate some of the flak faced over the years. The name may have changed, but the positioning remains the same. The audience will buy the cream irrespective. Unfortunately, that's how ingrained the whole idea of fair skin is,” said Srishty Chawla, Founding Partner, One Source.
To make sure consumers don’t forget Fair & Lovely is now Glow & Lovely, the advertisement illustrates the transition to the new name twice -- to really hammer it in the consumer's minds.
"Men will be men is such an old and overused trope, and it is not okay - it never was. In a day and age when the struggle for gender equality is a very real issue, this kind of advertisement completely dismisses the fight for equality. Today when we need to stop objectifying women and teach one gender to respect the other, the thought process that Imperial Blue is trying to perpetuate - it doesn't matter what men do, it is excusable because men will be men - is harmful not for women, but equally unfair towards men. Portraying women solely as objects of desire, and portraying men as people who will do a good deed only to impress or 'get' a woman and are otherwise selfish and don't care about things that matter, is in poor taste towards both genders.
Today, brands are working towards communication that empowers. In such a scenario, Imperial Blue as a brand has a huge opportunity to explore and play with their positioning. It is time to let old habits and adverts die, and create new stories - positive ones! Funny doesn't need to be offensive or demeaning. I only hope that the adfolk at the brand and their consultancy realise this sooner rather than later!"
We have also featured five leaders who we believe are important in their own right. These include Arpana Ahuja, Jayoti Lahiri, Srishty Chawla, Tinu Cherian and Vikram Kharvi who lead powerful online networks of communication professionals enabling exchange of ideas, sharing of knowledge and keeping the India PR flag flying high.
Srishty joined hands with Sandeep Rao, and Kunal Rao in 2014 to create One Source, and now dabbles across one clientele to another, domestic and international, in consulting them with their content requirements while simultaneously establishing creative strategies for different firms, individuals, CorpComm professionals and even journalists!
Started by Sandeep Rao, Kunal Rao, and Srishty Chawla in Delhi in 2018, One Source is an integrated marketing consultancy that follows an outcome-based communications approach. It works under four verticals: branding and films, corporate communication, content marketing, and digital marketing.
Kunal Rao, Founding Partner of integrated marketing agency One Source, said animated content as a genre that has off-late picked up in India but he now foresees a lot of lighter content (vis-a-vis serious content) coming to the fore, since animation as a medium lends itself to that.
An integrated marketing firm with offices in Delhi, Mumbai, Bangalore & Hyderabad, One Source has clients across their Branding & Films, Content Marketing, Corporate Communication, and Digital Marketing verticals, such as Rebel Foods, BharatPe, Kotak Mahindra Bank Limited, Metropolis Healthcare Limited, and more.
The partnership will involve investor relations, consumer outreach, content marketing and partner engagement across both online & offline platforms for Colive.
Fintech brand, PagarBook, which focuses on the Staff management solutions provider, that aims to drive visibility for PagarBook in its efforts to reach 10 million registered users by FY2021, today announced that they have signed on leading integrated marketing business impact consultancy, One Source. Involving investor relations, corporate reputation counsel, digital marketing efforts as well as consumer outreach across PESO media, the remit will be focused on building brand visibility for the brand across stakeholder groups.
New age fintech startup Valyu.ai, which focuses on the blue ocean Indian market for accrued advanced salaries, and is already working with close to a million of India’s employee base, today announced that they have signed on leading integrated marketing business impact consultancy, One Source. Involving investor relations, corporate reputation counsel, digital marketing efforts as well as consumer outreach across PESO media, the remit will be focused on building salience for the brand across stakeholder groups.
For One Source, the mandate will be spearheaded by Lead Counsel on the account, Abhishek Vissapragada, supported by the national team.
For One Source, this mandate will be spearheaded by Lead Counsel on the account, Chhavi Sharma, supported by the national team.
Speaking of the partnership, Richard Pattle, CEO, True Beacon opined, “At True Beacon, we wanted to change the way ultra-high net worth individuals interact with the Indian growth story. We built the firm on the values of client alignment, technology-enabled transparency and strategic value creation. This is where we found One Source exceptional in their digital-first approach, their focus on positively impacting partner bottom lines, and being forthright about the fact that on their growth depended on ours. That particular brand of consultants is rare globally, as we have found over decades of experience”.
For One Source, this mandate will be spearheaded by Jaspreet Kaur, supported by country lead for corporate communication, Kishor Barua and the national team.
The mandate will be spearheaded by lead counsel on the account, Abhishek Vissapragada, supported by a national team.
The mandate includes investor relations and content marketing for inFeedo as they strengthen their global presence.
Indo-Korean fintech firm Balance Hero that operates True Balance and True Credits today announced their partnership with integrated marketing consultancy, One Source.
The mandate will involve strategic counsel on corporate reputation management and content marketing for Balance Hero, as the brand strengthens its presence across India
Indo-Korean fintech firm Balance Hero that operates True Balance and True Credits today announced their partnership with integrated marketing consultancy, One Source.
Sandeep Rao, CEO at One Source, shares his entrepreneurial venture, future endeavours and more.
Industry professionals across branding, films & animation, content marketing, digital marketing and public relations, Kunal Rao, Srishty Chawla, Anup Kamath and Sandeep Rao have joined hands to start India's first integrated marketing consultancy, One Source.
Founded by Kunal Rao, Srishty Chawla, Anup Kamath, and Sandeep Rao, One Source aims to be among the top-10 integrated marketing consultancies by 2022
The co-founders of popular communication networking group on WhatsApp, One Source have now launched an integrated marketing communication firm with the same brand name.
One Source has already signed on multiple clientele-on-retainer across the foodtech, media & entertainment, advisory, agritech, financial, artificial intelligence and education spaces, several of whom they are working with, on more than one front.
The firm, notes a communique, will bring distinctly different tools and channels of storytelling under one roof, breaking the monopoly of PR firms providing digital services, advertising agencies providing PR services and the like.
Industry professionals across branding, films & animation, content marketing, digital marketing and public relations, Kunal Rao, Srishty Chawla, Anup Kamath and Sandeep Rao have joined hands to start India’s first integrated marketing consultancy, One Source.