Nikhil Parachure

𝗦𝘄𝗶𝗴𝗴𝘆 𝗮𝗹𝗺𝗼𝘀𝘁 𝗱𝗲𝗹𝗶𝘃𝗲𝗿𝗲𝗱 𝗝𝘂𝗵𝗶 𝗖𝗵𝗮𝘄𝗹𝗮 𝗶𝗻 𝟭𝟬 𝗺𝗶𝗻𝘂𝘁𝗲𝘀 𝗮𝗹𝗼𝗻𝗴 𝘄𝗶𝘁𝗵 𝗵𝗲𝗿 𝘃𝗮𝗻𝗶𝘁𝘆 𝘃𝗮𝗻.... 𝗕𝗲𝗰𝗮𝘂𝘀𝗲 𝗼𝗳 𝗮 .... spelling mistake From delivering a groom instead of a broom, Swiggy is now ready to deliver Juhi Chawla instead of Chawal. Now as quick commerce gains ground, emerging direct-to-consumer (D2C) brands are betting big on digital channels to drive growth. New-age brands like BoAt have been expanding at a much faster pace than expected, driven by digital channels like quick-commerce. Quick commerce is now BoAt’s third largest channel for sales. Companies like fintech major Razorpay — in the realm of online payments — have been working with D2C brands. On the logistics side, a lot of brands are looking to open their own dark stores or partner with dark store operators to offer quick deliveries, which is also an unaddressed challenge. One such platform addressing these challenges is full-stack fulfilment startup Zippee. Founded in 2021, the company helps D2C brands with seamless, same-day deliveries by leveraging its network of 150 dark stores and last-mile delivery fleet. Quick commerce firms — like Zomato-owned Blinkit , Swiggy Instamart and Zepto, Flipkart Minutes — are now rapidly expanding their dark store footprints, or category expansion to include bigger-ticket items like electronics, fashion, beauty, and eyewear. The growth of D2C brands on these quick commerce channels has overtaken traditional e-commerce, and the medium is proving to be more profitable. Flushed with funds, the sector does not show any signs of slowing down anytime soon. How D2C brands capitalise on this opportunity, however, remains to be seen. 𝗣𝗦: By the way this ad is created by Moonshot and they have made a name with irreverent and sharp writing and execution in a cluttered ad space. -- #Amazon #Flipkart #Swiggy #Instamart #Blinkit #Zepto #Quickcommerce

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Thanks Mediabrief.com & @bcwebwise for this feature. Interesting read about the new SEBI guidelines for unregistered finfluencers. #marketing #story #growth #sebi #influencers

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IPL- A MIRROR FOR INDIAN ADVERTISING AGENCIES   KKR won the IPL 2024 when the favourite was someone else. There is a lesson for management of advertising agencies (and other organizations) here.   Consider RCB and MI, the IPL’s biggest brands. MI has clinched the title 5 times, while RCB is yet to win. Then there's RR, for long the weakest team. They always maintained minimal auction spending. Yet, RR has one championship, a runner-up finish, and two playoff appearances. Contrast this with RCB, which spends the most but has a success rate of just 49.1%, even below RR’s 49.5%. CSK, with a 57.4% success rate, reigns supreme.   So, what can advertising agencies learn.   Relying solely on big creative stars won’t ensure success. Neither will pushing average talent too hard. Don’t be like RCB or RR. Agencies need top creative leaders supported by a core of talented individuals. A great leader is ineffective without a strong team, and a talented team falters without strong leadership.   Take PBKS, DC and SRH – they’ve had some success but lack consistency. Newcomers GT and LSG have shown promise, but it’s too early to judge them. Most agencies today fall into this category.   This pattern is evident in other leagues too. Whether it's EPL, Serie A, Bundesliga, F1, NBA, or NFL, top talent alone isn’t enough; it requires synchronized top-class management for consistent performance and success.   No Founder, CEO, CCO, or CMO alone ever transformed an organization. Even Steve Jobs needed a strong team. Similarly, no average team can elevate any leader to greatness. Agencies need a blend of top creative stars with talented young guns.   Many advertising agencies today think that one star performer in creativity, technology or management will be good enough to propel the agency. Won’t happen. Never has, never will.   From account management to creativity to media to planning to technology, agencies need star leadership in every department. And every department needs to have rising stars. Else, advertising has many one-shot wonders and it’ll remain so.   Running an agency these days is a tough task already. To make it successful and that too consistently cannot happen on the shoulders of one individual. No matter how young and talented or experienced and legendary that individual may be.   Like sport, those on the field aren’t very good at the business of sport and, those on the business side aren’t meant to go in the arena. Agencies need to learn this. They must re-think and re-build. Else why would most agencies find it tough when the market is only growing. Every yorker and every googley is playable only when you have read the wicket well,and have the right players taking guard. Whims and wishes don't run sport or any organization. Winning requires talent managed well. #creativity #creativeleadership #managment #advertisingagency

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Bollywood Bosses Launching Brands? Big Bollywood names like Tiger Shroff, Katrina Kaif, and Deepika Padukone are launching their own D2C (direct-to-consumer) brands. Think " Pworl by Tiger Shroff" or "makeup by Katrina Kaif" – pretty cool, right? But why the switch? 1) Be Their Own Boss Celebs often have product ideas that traditional brands might not like. D2C lets them create what THEY believe in. 2) Fan Power Celebs already have tons of fans – a perfect starting point for a brand. They can turn those fans into loyal customers. 3) More Money, More Money, More Money D2C cuts out the middleman, so celebs get more profit from each sale. But Are Celeb Brands the D2C Kings? Hold Up... Sure, celeb brands have a head start with fame, but there are some bumps in the road: - Trust Matters Just because someone's a great actor doesn't mean they know how to make great products. People want quality and value for their money. -Staying Hot Can celeb brands keep things going without constant promotion from the star themself? Will fans lose interest? The Secret Ingredient: Creator Power! Even with huge followings, celebs often team up with content creators to market their D2C brands. Why? -> Creator Cred Creators, especially those with specific fan groups, can give honest reviews and testimonials that resonate with fans. -> Real Talk is King People trust creators they feel a connection with. Creators can add a layer of realness that celeb endorsements might lack. The Future of D2C: Teamwork Makes the Dream Work! So, it seems the future of D2C might be a team effort between celebs and creators. Celebs bring the star power and fans, while creators provide product knowledge and a trusted voice. What do YOU think? Share your thoughts in the comments! #D2CRevolution #CelebrityBrands #ContentCommerce #RetailRevolution #MarkupX #Creatorledbrands #Creatoreconomy

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A 2023 report by Socialbaker's suggests purchase based performance marketing campaigns compromise of over 70% of a D2C brands marketing budget while other studies show that this number can be as high as 80%. In my years of experience I have found most D2C brands spend upto 65% of their marketing budget on purchase based performance marketing campaigns with the remaining 35% being used for brand building and other marketing activities. I think it is important to find the right balance between instant results and building a long term sustainable brand. What percentage of your D2C brand's budget do you use for purchase based performance marketing? #PerformanceMarketing #D2C #Sales

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#Business | Super app Vs super brands: How Zomato’s differentiated app strategy compares with Swiggy’s integrated play 📲🛵🍴 Tushar Goenka writes more on this👇 https://lnkd.in/dUC73fNQ #SuperApp #Zomato #Swiggy #AppStrategy

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We recently scaled a Prepaid Only Apparel brand from 18 Lakhs to 60 Lakhs monthly revenue. While results look lucrative, a lot of data analysis and advanced optimization techniques have been used to scale up so quickly. The primary challenges included: → Zero paid revenue and learning in the ad account. → Absence of a new customer acquisition strategy. → Lack of product-level insights due to improper tagging inside Shopify. → Heavy reliance on returning customers. → Fluctuating Average Order Value (AOV). On top of that, we had trouble with account history. ❌ No prior advertising, leading to no historical data or learning in the ad account. ❌ Absence of a strategy to attract and convert new customers. ❌ Lack of insights into product category performance. Solutions and Implementation >> Account Structure: ✅ Simplified and segregated campaigns by category to track performance. ✅ Mid-Funnel (MOF) campaigns leveraging a large follower base. ✅ Retargeting campaigns for Add-To-Cart (ATC) and Initiate Checkout (IC) audiences. ✅ Dynamic Product Ads (DPA) for interest-based campaigns. ✅ Catalog objective ads and retargeting for detailed tracking and optimization. Product Performance Management: 👉 Audited the account to determine the spend-to-revenue ratio. 👉 Identified top-performing product categories. 👉 Set product-wise ROI targets based on Net Customer Acquisition Cost (nCAC) and gross margins. 👉 Focused on lower AOV products for acquisition and higher AOV products to maintain ROI. New vs. Returning Customer Growth and Optimization: 👉 Implemented custom Conversions API (CAPI) for precise tracking. 👉 Optimized based on 7-day clicks. 👉 Focused on product category nCAC for optimization. Creative Testing and Reporting: 👉 Focused on themes and iterations of creatives that performed well. 👉 Reduced time and money spent on new creative research and guesswork. Results >> 🎯 Revenue increased by 3.5x within three months. 🎯 New customer acquisition increased by 3x due to product category-wise strategy and offer testing. 🎯 200% increase in monthly revenue. 🎯 250% increase in new customer acquisition. Partner with us for such In-Depth Media Buying Expertise 🤝

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