Arushi Awasthi

From near bankruptcy to one of India’s hottest consumer brands. Meet Wakefit, a brand launched by Chaitanya Ramalingegowda and Ankit Garg in 2015. Wakefit aims to improve sleep health with sleep-efficient products. The challenge like any other business was to capture attention & retain customers. But despite the pandemic hitting the business hard, how did Wakefit’s marketing become a success? → Wakefit understood the customers’ pain points, focused on educating them about sleep, and empowered them to research and decide. → They launched the Sleep Internship campaign, where interns will sleep 9 hours a night for 100 days on a Wakefit mattress and earn Rs. 1 Lakh as an internship stipend. → Wakefit focused on D2C sales and offered high-quality products at competitive prices. This attracted cost-conscious customers who want quality products within their budget. → Wakefit's presence across digital platforms helped them reach a wider audience. Their engaging and relatable content resonated and drove growth. While traffic was good with these strategies, new users and re-engagement for the existing users were not up to the mark. That's when they implemented the 3-point strategy & used an engagement platform, MoEngage, to enhance engagement. The 3-point strategy has three digital goals: 1️⃣ Acquiring new customers Wakefit launched survey campaigns and segmented visitors into buyers and non-buyers with MoEngage’s Custom Segmentation feature. Non-buyers received product-focused notifications through on-site messaging, emails, and push alerts. Using a content-first approach, buyers received product-related messages mostly through emails. 2️⃣ Re-engaging with existing users After a 100-day wait post-purchase, Wakefit re-engaged with existing customers, based on their purchase history and wishlist. It created campaigns to drive customers to the next purchase. Users who searched but didn’t buy were prompted to complete the purchase. 3️⃣ Product awareness Using a content-first approach, Wakefit launched targeted email campaigns to both buyers and non-buyers, highlighting sleep tips, home decor ideas, and product-line awareness. The continuous and relevant communication helped them reach more customers and improve digital growth. The results were impressive: ↳ 80% adoption rate ↳ Overall daily order volume jumped by over 40% ↳ On-site messaging led to a 20% conversion rate ↳ Over 4M personalized emails were sent with an average CTR of 11.79% ↳ Push notifications reached 700k users with a delivery rate exceeding industry benchmarks Key takeaway? Understand user intent and tailor communication consequently to foster stronger relationships and more sales. In this ever-evolving digital world, business growth is driven more by passionate and personalized engagement. ✨ Which brand would you like me to talk about next? 🔁 Repost this if it is useful. 🙎‍♂️ Follow ADITYA DAS for more such useful content. #wakefit #marketing #D2C

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I'm excited to announce the release of the latest episode of Digital Dynamo and the Sunday Project, featuring Anuj Sriraj, a digital media evangelist and the Digital Activation Lead at Reckitt Benckiser India! 🎙️ In this engaging 70-minute episode, Anuj shares his incredible journey into digital marketing, innovative strategies to boost ROI, and insights on the emerging trends shaping the future of the industry in India. This episode is filled with valuable tips and inspiration, whether you're a seasoned marketer or just starting out. Don't miss out on this insightful conversation! 👉 Listen to the episode now.👈 https://lnkd.in/gpg49JYt #DigitalMarketing #Podcast #SurehSingh #MarketingTrends #ROI #DigitalActivation #Entrepreneurship #Leadership #Martech #DigitalDynamo Tune in, and let us know your thoughts in the comments! 

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📢 Big News: Jio and Hotstar have merged! 🎉 As exciting as this is for seamless entertainment, it’s also a reminder of how much time we spend staring at screens. 📱👀 Whether binge-watching your favorite series or tackling endless work emails, prolonged screen time can lead to **digital eye strain**—causing dryness, headaches, and blurred vision. Here’s how you can protect your eyes: ✅ Follow the 20-20-20 rule: Look at something 20 feet away for 20 seconds every 20 minutes. ✅ Adjust screen brightness to match your surroundings. ✅ Blink more frequently to keep your eyes hydrated. And if you’re tired of juggling glasses or lenses while enjoying your screen time, modern eye care solutions like LASIK can offer freedom from specs – so you can focus on what you love, without limits! Take care of your eyes – they’re your window to both the real world and the digital one. 🌟 #EyeCare #DigitalEyeStrain #JioHotstar #HealthyVision

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Misleading ads: Public figures must act responsibly while endorsing products, says SC "We are of the opinion that advertisers, advertising agencies and endorsers are equally responsible for issuing false and misleading advertisements," a bench of Justices Hima Kohli and Ahsanuddin Amanullah said. #SupremeCourt | #AdvertisingAgencies | #Misleadingadvertisements | #Publicfigures | #Healthnews Read more:

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🌟 In today's fast-paced and dynamic landscape, market intelligence is the cornerstone of success in the creative, media, advertising, and marketing sectors. With 18 years of experience in this ever-evolving field, I've witnessed firsthand how proximity to talent and key markets can drive unparalleled growth and innovation. 🌍 Understanding local nuances, cultural trends, and consumer behavior is crucial, especially in the regional space. This proximity ensures that our strategies are not just relevant but also deeply resonant with the target audience. Talent with intimate knowledge of these markets can create campaigns that truly speak to local sensibilities, fostering genuine connections and driving impactful results. 🎯 As we navigate the complexities of the digital age, harnessing robust market intelligence and leveraging regional talent is not just an advantage; it's a necessity. Let's champion this approach to unlock new levels of creativity and efficiency in our industry! 💡✨ #MarketIntelligence #RegionalTalent #CreativeMedia #Advertising #MarketingInnovation #MediaExpertise

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In an era where misinformation can blur the lines between fact and fiction, communication is the true currency of health. Our Senior Executive – Content, Adithya Kumar, shares insights on the indispensable role of health communicators in empowering communities and fostering trust.   Dive in to discover how strategic communication is transforming health awareness and creating a more informed, healthier India.   https://lnkd.in/ggqwe5gy

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Insights Success magazine is pleased to feature BrandLoom Consulting steered by Founder and CEO Avinash Chandra. Brandloom enables companies to transform the digital landscape enhancing the brand visibility with the right audience and at the right time. Read More: https://rb.gy/oul8o2 #InsightsSuccess #BusinesseMagazineforEntrepreneursinIndia #TopBusinessMagazine #BusinesseMagazine #AvinashChandra #BrandLoomConsulting #DigitalMediaMarketingCompany #DigitalMarketing #OnlineMarketing #DigitalMedia #IndianEntrepreneursSuccessStories

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A very interesting view on how marketing has to delve into deeper than normal qualitative or quantitative insights. Neuroscience can help! #marketing #branding #humanbehaviour #consumer #behaviour #communications ET BrandEquity https://lnkd.in/db5K8ER3

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If I were the Marketing Head of the Election Commission of India Today was voting day in Delhi, and I've lost count of how many times I've voted. Kudos to the Election Commission of India (ECI) for organizing another successful election. Elections have their perks: Media Attention: The media loves elections, so visibility and awareness aren't issues. Government Reach: ECI can reach people through recorded calls, flash SMS, and more. Plus, they get to use government machinery for distribution. Influencer Marketing: Celebrities love endorsing their voting, and even the most popular ones do ECI brand endorsements for free. Yet, voter turnout is still under 70%. Some reasons are outdated voter rolls (false positives being less important than false negatives), but here's what I'd change: 1. Early Marketing Campaigns: Many people don’t vote because they travel or live away from their registered address. To change this behavior, start campaigns well before elections and voter roll finalization. 2. Engage Young Voters: With less than 40% of 18/19-year-olds registered, use the right celebrity endorsements(not Amitabh Bachan) and media platforms to reach them. Focus on catching them young with targeted school and college drives. 3. Simplify Voting Registration and Roll Changes: We live in a world of quick commerce. Bank KYC can be done in minutes, and FastTags are sold at toll booths. Voting KYC and voter roll changes should be instant at select booths. What changes would you suggest? #Elections #Voting #Democracy #IndiaVotes

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In healthcare, communication isn't just important—it's essential. Cherojit Goswami's article in ET BrandEquity delves into the 'panchmantra' of healthcare communications. Whether you're a pharmaceutical giant, medical device manufacturer, or medtech startup, effective communication can greatly impact patient outcomes and brand reputation. At Perez Consulting, we specialize in crafting precise and sensitive healthcare communication strategies. Let us help you connect meaningfully with your audience, whether managing a crisis or communicating everyday health information. Some of the brands that we have handled at Perez Consulting include Sakra World Hospital, HCG Hospitals, #SBFHealthcare #BIOCON #SunPharma #InvigaHealcthcare #KauveryHospital #DWC #RKHospital #BRLife #SiddagangaHospital #AsterCMI #ApolloHospital # Read the full article here: ET BrandEquity Article by Cherojit Goswami #Healthcare #Communication #PatientOutcomes #PerezConsulting

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India's festive season is not limited to a 45-day window, and we see engagement from users across the year." - Gaurav Jain, Chief Commercial Officer, ShareChat & Moj for Business In this interview, Gaurav Jain shares insights on how India's festive season extends beyond traditional timelines, offering brands a year-round opportunity for engagement on platforms like ShareChat & Moj for Business. He discusses user behavior, content creation trends, and how these platforms are shaping brand strategies. Check out this must-read article! Read more: https://lnkd.in/gJFAt6mC #ShortformBigImpact #FestiveMarketing #ShareChat #Moj #DigitalIndia #ETBrandEquity ShareChat

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"For brands, pain is the proof of purpose." - Shashank Mehta sums up in one pithy sentence an entire discourse around building brands with purpose. Matrix Partners India's very own Vikram Vaidyanathan spoke to Shashank about Building Company Culture, on Matrix Moments. The chat goes deep into how he's led The Whole Truth Foods with purpose and that has helped build a strong company culture. This has not been without dilemmas, or enduring the consequences of their "clean ingredient" decisions. Shashank elaborates on a particular dilemma: The Whole Truth protein bars have zero preservatives. This means a shorter shelf life in retail, and higher returns: the Whole Truth has 20% returns from retail, whereas their closest competition has 2%. Shashank and team can extend the shelf life of their product by simply adding a drop of preservative, but they choose not to. And this is the pain that they are willing to endure, to stick to the company & the founder's purpose. Brand purpose isn't a marketing buzzword, it's a reason for your business to exist. Purpose percolates to all business decision making, from which problems you decide to solve, how you train your team, to how you create your product, to how your brand campaign looks. For founders, it comes down to: how willing are you to stay true to purpose, in the face of pain from the market. Wisdom for founders about building company culture on the latest episode of Matrix Moments: https://lnkd.in/d6K_UUZA #FoundersFirst #CompanyCulture #Purpose #BrandBuilding #StartUps #Founders

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Navigating the Roles: Entrepreneur vs. Managing Director 🌟 As someone who wears both hats at Chroma, I often find myself reflecting on the distinct yet interconnected roles of being an entrepreneur and a managing director. While both are vital to the success of an organisation, they come with different responsibilities and mindsets. At its core, the primary difference between a manager and an entrepreneur lies in their focus. An entrepreneur is a visionary, always looking for innovative solutions and opportunities to grow, whereas a manager often maintains and optimises existing systems and processes. This distinction can be particularly pronounced in leadership styles; a manager typically takes a more directive approach, ensuring that the team stays on track to meet established goals, while a leader in entrepreneurship inspires and motivates others to think creatively and embrace change. When we consider the term "boss," it often implies authority and oversight. An entrepreneur, on the other hand, thrives on collaboration and innovation, seeking to empower their team rather than simply dictate tasks. This can lead to a more dynamic environment where ideas flourish. In this sense, both the entrepreneur and the boss play crucial roles, but they do so in fundamentally different ways. I must admit that I sometimes struggle with my role as a managing director. Adopting a slightly less collaborative and more directive approach can feel challenging, as my natural personality aligns much more comfortably with entrepreneurship. I find that the collaborative nature of being an entrepreneur energises me and allows me to connect deeply with my team and the vision we’re building together. This leads me to the question of whether an entrepreneur can become a manager. Absolutely! Entrepreneurs often wear many hats, and their ability to adapt to a managerial role can enhance their effectiveness. The key is finding the right balance between collaboration and direction. When it comes to hierarchy, the question of whether a manager is higher than a leader doesn't have a straightforward answer. In entrepreneurship, leaders inspire and guide teams, while managers ensure that everyone is working efficiently towards a common goal. Both are crucial, but they operate in different spheres. Ultimately, the difference between leadership and entrepreneurship lies in the approach: entrepreneurship is about innovation and risk-taking, while leadership encompasses the ability to inspire and motivate others to achieve a shared vision. In my experience at Chroma, embracing both roles has been instrumental in driving our mission forward. As I navigate the entrepreneurial spirit alongside the managerial responsibilities, I’m reminded that both are necessary for fostering an environment where creativity and efficiency can thrive. Here’s to the journey of balancing both worlds! 🌈 #Entrepreneurship #Leadership #Management #BusinessGrowth #Chroma

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Yesterday, a section of marketers and communication professionals were raving online about a supposedly 'creative' ad featured in the Times of India. However, I found it to be not only insensitive and confusing but also lacking in clear storytelling and effective key messaging. Here is why? — Insensitive Use of Serious Themes: Ads that play with concepts like missing persons or disappearances can seem heartless, especially in India where thousands of people go missing every year. This can be distressing for people who have experienced this trauma personally. Turning a serious issue into an advertising gimmick doesn’t sit well with everyone. — Confusing Message: A great ad grabs attention and clearly communicates its message. If people are left wondering, "What product was that even for?" it fails. Ads should connect the audience to the brand, but if that connection is lost, the campaign's impact diminishes. Remember the Kalyan Jewellers ad that sparked controversy for its portrayal of a bank official? It confused viewers and didn’t convey its intended message clearly. — Shock Value Doesn’t Equal Creativity: Shocking people might make them talk, but does it leave them with a lasting, positive impression of the brand? If not, it’s a shallow tactic. Ads like Amul Macho’s “Yeh toh bada toing hai" generated buzz but were heavily criticized for lacking real substance and being offensive. — Negative Emotional Response: Making people feel uncomfortable or scared isn’t always the best way to promote a product. If the ad triggers anxiety about a missing person, it might alienate viewers rather than draw them in. — Ignoring Social Responsibility: Ads have a bigger responsibility in today’s world. Using serious social issues just to sell products can come off as tone-deaf. Brands like Tanishq received backlash for an ad addressing interfaith marriages, but they stood by their socially responsible message. If an ad lacks such depth, it’s seen as exploitative. — Missing the Audience Connection: A good ad resonates with the people it’s targeting. If the “Missing" ad sparked controversy but didn’t help people understand or care about the brand, it didn’t do its job. — Short-Lived Impact: Creativity in ads should leave a lasting impression. If the “Missing” ad generated a buzz but didn’t create a long-term positive impact, it’s not a win. Look at Cadbury’s “Kuch Meetha Ho Jaaye" campaigns—years later, people still associate those ads with happiness and celebration. I hesitated to comment after a day had already passed, but I couldn’t ignore the fact that almost no one questioned the audacity of this so-called ‘brilliant’ ad. It was applauded by industry veterans in the name of creativity—creativity which, frankly, I found absent. If the goal was to get a few hundred communication professionals talking about it on social media, rather than the actual TG, meme marketing would’ve been far more effective. Why to waste so much money on this drill?

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Why Public relations (PR) can be an excellent career choice in India? Expanding Industry: The PR sector in India has been growing steadily over the years and is projected to expand further, driven by the increasing need for reputation management, digital communication, and brand building. This makes it an attractive and dynamic field with numerous career opportunities. High Demand for Skilled Professionals: India’s booming corporate landscape, especially in sectors like technology, healthcare, entertainment, and startups, has created a high demand for skilled PR professionals. Companies need experts to manage their public image, handle media relations, and navigate digital platforms, making PR a critical function. Lucrative Career Path: For those with the right skills and a passion for communication, PR can be a highly rewarding career. Senior PR professionals, especially those working with top corporations, media agencies, or high-profile clients, often earn lucrative salaries and enjoy significant perks. Diverse Scope of Work: PR offers a wide range of specializations, such as crisis management, brand communication, media strategy, public affairs, and corporate communications. Whether working with startups or established multinational corporations, PR professionals play a vital role in shaping public perceptions, responding to crises, and creating impactful communication strategies. Merit-Based Growth: Unlike some fields where career growth is closely tied to years of experience, PR professionals can climb the career ladder based on performance, creativity, and strategic thinking. Success in PR often comes from delivering results, building strong relationships, and excelling in communication skills. Cross-Sector Opportunities: PR professionals have the flexibility to work across various industries, including entertainment, technology, government, healthcare, and fashion. They can also transition between working in-house for corporations, with PR agencies, or even in the government sector, offering vast career mobility. Opportunities for Newcomers: The PR industry is also welcoming to newcomers with basic skills in writing, communication, media relations, and digital marketing. With the right training and internships, individuals can enter the field and quickly build their portfolios, opening doors to higher-level positions. Growing Digital PR Field: With the rise of digital platforms and social media, PR in India has expanded into areas such as online reputation management, influencer relations, and content strategy, offering a modern twist to the traditional PR career. In summary, a career in PR in India provides opportunities for professional growth, diversity of work, and attractive financial prospects, making it an exciting and rewarding field for those with a passion for communication and strategy. #pr #publicrelation #publicrelations #growth #opportunity #jobs #career #passion #strategy #communication #strategy #content #media

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Coined a term, "Spotlight Marketing", while sharing my thoughts on Paromita Gupta's story on "A Marketing Playbook: Inside the Mind of Deepinder Goyal and Zomato" in Entrepreneur India. Deepinder Goyal is redefining personal branding through, what I may term it as "Spotlight Marketing" – a blend of unconventional visibility and direct audience engagement. From posing as a delivery executive to gracing Kapil Sharma's comedy stage, his approach blends relatability with celebrity-like appeal. These moves blur the lines between the CEO and the consumer, crafting a brand that's both aspirational and approachable. The genius lies in humanizing Zomato while keeping it in the spotlight. His Chief of Staff controversy, albeit contentious, generated a tsunami of attention, proving that audacious moves can spark widespread dialogue. Whether intentional or not, this approach mirrors "guerrilla marketing" with a twist of personal storytelling. "Spotlight Marketing" thrives on authentic, quick & quirky interactions, leveraging the founder’s personality to amplify the brand. It’s memorable, it’s bold, and it creates buzz—turning ordinary marketing moments into viral phenomena. Such strategies work best when backed by a strong product and a founder willing to take risks. For Zomato, it’s a win, keeping them relevant in a crowded market. However, the thin line between bold and brash demands caution; overuse can dilute the charm. Done right, this marketing play is the perfect recipe for stirring up consumer curiosity and loyalty. Your thoughts? https://lnkd.in/dM9bYWkn

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A good manager can get the best out of even the worst ones. “This lesson on true leadership is timeless. Let’s strive to nurture and elevate every member of our teams. True leadership is tested by how we help those who struggle. ---

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🚨 The fall of Byju’s, once valued at $22 billion, faces insolvency proceedings🚨 You are not frugal, and you’re frivolously spending on PR and advertising to create hype, rather than balancing profitability with growth, your company’s future is at risk. Your business model is not sustainable. Investors' money cannot keep you afloat indefinitely. What do you think? What put Byju in this situation? Byju's current situation can be attributed to several factors: 1.    Unsustainable Business Model: Rapid expansion without a solid foundation can lead to financial instability. Byju's aggressive growth strategy may not have been backed by a sustainable revenue model. 2.    Excessive Spending: Heavy spending on marketing, PR, and acquisitions without proportional returns can drain resources quickly. Byju's might have over-invested in creating hype rather than focusing on profitability. 3.    High Valuations: Sky-high valuations can create unrealistic expectations. Investors might have pumped in money based on future potential rather than current performance, which can lead to problems if the growth doesn't materialize as expected. 4.    Operational Inefficiencies: Scaling up rapidly can result in inefficiencies and higher operational costs. If not managed well, these can eat into profits and cash reserves. 5.    Market Dynamics: The edTech sector is highly competitive and rapidly evolving. Changing market conditions, regulatory challenges, and competition from other players might have impacted Byju’s performance. 6.    Debt and Financial Management: High levels of debt and poor financial management can lead to liquidity issues. If Byju's relied heavily on borrowed funds, the burden of repayment might have strained their finances. What do you think? What put Byju in this situation? https://lnkd.in/eb57vJws #BusinessLessons #Sustainability #GrowthVsProfitability #InvestSmart

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As India's elder population continues to grow and evolve into a significant segment of society, it’s time for brands to rethink how they communicate with seniors. Stereotyping elders in commercials as dependent or disconnected is not only outdated but also misses the opportunity to engage with this dynamic demographic. Today’s seniors are active, independent, and an essential consumer base for many industries. The article on breaking stereotypes in advertising and the importance of connecting authentically with elders. 🌟" #SilverEconomy #SeniorMarketing #ElderCareMatters

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