Kushal Abrol

#D2C Brands: #QuickCommerce—A Game-Changer or a Threat? Over the last 1-2 years, I’ve been urging D2C brands to embrace Quick Commerce (QC). Today, it’s no longer optional—it’s the most transformative shift in consumer behavior since marketplaces like Amazon and Flipkart emerged. If you still have the relationships and the window, this is land-grab time! How Did We Get Here? The Early Marketplace Era (Amazon/Flipkart): • These platforms disrupted traditional distribution, creating challenges for legacy brands. Sales attribution, conflicting regional offers, and the alienation of local distributors made it hard for older players to adapt - while customers were loving the home delivery (behaviour change #convenience over #familiarity) • Challenger brands thrived: Delivering to 1-2 locations with monthly POs, better margins, and national visibility. Marketplaces made them discoverable, even if delivery took 2-3 days (customers were still happy). The Shift to Quick Commerce: • QC has redefined online retail, emphasizing speed, convenience, and instant availability (huge change / #convenience over #novelty). • Unlike marketplaces, QC tilts the game in favor of older brands, thanks to: - Multiple delivery points engaging local distributors. - Weekly POs and instant stock replenishment, a system legacy players already excel at. - Profitable unit economics, making QC sustainable for established players. What Does This Mean for D2C Brands? The channel that once gave challenger brands a platform is now leveling the playing field—and if D2C brands don’t act fast, legacy players will reclaim dominance. Why? • QC’s dark store model stocks limited options, prioritizing what’s available fastest. • Customers won’t wait—they’ll pick brands they recognize or that are ready to deliver within minutes. Lessons from Abroad #Gorillas (Europe), a QC pioneer, opened doors for newer, niche brands. But legacy FMCG giants quickly leveraged their deep supply chains to stock dark stores at scale. With faster fulfillment, they edged out smaller brands, proving that in QC, availability and recall trump novelty. #Deliveroo (UK) disrupted grocery shopping with its Deliveroo Hop service, promising 10-minute deliveries. While niche brands initially gained visibility, large FMCG players reclaimed dominance, consistently stocking shelves to match consumer demand for speed. The result? Brands that couldn’t match delivery speed and availability lost ground—no matter how innovative they were. How Can #D2C Brands Win? To stay ahead in QC: • Be Available: If you’re not listed, you don’t exist. • Scale Inventory: Deliver weekly POs (or faster!) and meet QC’s demands for instant replenishment. • Leverage Speed: Build fulfillment systems that mirror legacy efficiency but with challenger agility. QC offers a window of opportunity for agile D2C brands—but that window is closing fast. It’s time to scale up or risk losing your spot to legacy giants. What’s Your Take?

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5 Ways Brands Can Expand Their Customer Base Using Amazon (300 million active users are waiting for you) Amazon remains the largest online marketplace globally, offering an enormous opportunity for brands to expand their reach, connect with new customers, and drive sales. With more than 300 million active users, the potential for growth is immense. Here are five strategic approaches to help brands tap into this vast market: 1. Identify what’s trending by leverage Amazon’s platform analytics and third-party tools to make data-backed decisions. 2. Let Amazon handle fulfillment (FBA) for fast & free Shipping, inventory management and global reach. 3. Ensure your products are seen by optimizing product listings, high-traffic keywords that reflect customer intent with high-quality images. Invest in Amazon’s advertising solutions like Sponsored Products, Sponsored Brands, and Sponsored Display to boost visibility. Well-targeted ads ensure your products appear in front of the right customers. Utilize A+ Content to enhance your listings with detailed descriptions and comparison charts. 4. Leverage Customer Reviews by Encourage Feedback, addressing their concerns, thanking them for positive feedback, and handling negative reviews professionally. Analyzing reviews can help you identify product flaws or areas for improvement. 5. Offer Competitive Pricing using Amazon’s pricing tools to analyze competitor pricing and adjust accordingly. Run promotions, Lightning Deals, or discounts to attract new customers and encourage repeat business. Conclusion: By implementing these strategies, you can tap into Amazon’s massive customer base and unlock new opportunities for growth. Ready to tap into Amazon’s 300 million active users? Start optimizing your Amazon presence now and get ahead of the competition, especially as the holiday season approaches! Contact us www.finplus.co.in 9619442424 #amazon #ecommerce #hiring #marketplace #flipkart #online FinPlus E-commerce Solutions

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India has more than 650Mn internet users and nearly 200Mn consumers shop online. With most future online shoppers already present within the digital funnel, India presents a significant untapped opportunity, and conversational platforms play a vital role in tapping into this opportunity. Meta and Bain & Company's "Win with Conversations" report highlights how businesses can leverage conversational platforms for growth. Some key highlights are here: 🚀 The Opportunity India has 200Mn savvy digital users (SDUs) who have limited app adoption and are showing early indications of app fatigue. The next 450Mn non-savvy digital users (NSDUs) are still not ready to adopt apps, and are driven by a preference for assisted shopping. Business messaging is a key solution to engage with both SDUs and NSDUs ➡ The Enterprise Adoption 60% of enterprises are planning to increase spending on conversational platforms over the next three to four years, focusing on building end-to-end journeys 💡 The Pivotal Shift Generative AI emerges as a top-of-mind priority for businesses, with over 80% of enterprises planning to invest in generative AI solutions within 1-2 years. ⚡ The Winning Playbook Reimagine customer journeys to deliver a hyper-personalized experiences and Reorient the operating model to leverage the power of generative AI and identify conversations that matter to customers Link to the full report in comments Ravi Garg Arun Srinivas Amrita Ray Chaku Rohant Shyam Rammohan Rishabh Khandelwal Navneet Chahal Abhinav Gupta Channing Hancock Christensen Bruce Song

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Nykaa’s recent collaboration with Ganji Chudail may have garnered over 14 million views, but at what cost? This partnership sparked debate on whether brands should use "cringe" content. While it drove online buzz, it raises concerns about balancing meme marketing with brand integrity. Quirky characters can connect with Gen Z, as seen in collabs with Netflix, Swiggy Instamart, and Stree 2, but staying aligned with core values is key. However, this campaign overlooked two critical aspects: 📍 Overhyping the product can backfire, undermining brand credibility. 📍 Misalignment with core brand values may damage long-term trust and perception. To ensure collaboration success, brands should focus on: > Strategic alignment with their brand ethos. > Clear, measurable objectives beyond viral engagement. > A thoughtful approach to long-term brand perception. While riding trends is essential, it’s equally important that the narrative remains authentic to the brand. In today’s landscape, consumers seek authenticity, not just viral moments. What’s your take on this collaboration? Share your thoughts below! #wallop #advertising #collaboration #mememarketing #marketing #nykaa

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Cadbury ad spend in October (Zomato was not in the news article I saw, but Zomato definitely ran Cadbury ads) Swiggy - 38% Zepto - 23% Amazon - 21% Flipkart - 10% In 5 years, there is no point of Cadbury to allocate more than 5% to Ecom and funnel 95% into the three Qcom platforms. How big is ad market in India? - FB and Google made 50k cr INR ad revenues FY24. - Flipkart and Amazon made about 10K cr INR FY24. - Qcom made about 2k-3kcr INR in FY24. Why are Qcom ads better? - Google and FB can only give demographic and geographic info for ad targeting. Qcom can give cohort level, city level, time of day level actual buying patterns. - The targeting potential of Qcom is way higher, half the Youtube ads are not relevant for me. In Qcom for a brand placing an ad right at the time of purchase is going to have way higher conversion than just spraying money on youtube. - The cohort of Qcom is also top tier Indians where 65% of retail consumption and 80% of general consumption happens (Placing a Real Estate ad on Zomato is much better than placing it on Google Ads where it will be out of price range for 99% of people) - Lastly, Ecom usually has low MAU but high YAU, people dont log in that frequently. A brand launching a new product cannot reach the people through a Ecom because they might not even log in month of the ad. Qcom login frequency is almost 12 times a month. It generally means you will get the word out to the people that are relevant much more effectively. - Most Ecoms are bound to run ads Nation Wide due to low MAU. Qcom offers a unique proposition of customizing slots at a city level based on need of the people. So, while Premium Soap brands can put ads in Bangalore, Lifebuoy and Babool can put ads in Haridwar. Same goes for Iphone and Xioami. There are a lot of regional brands in India like Boroline, Nandhini that are not available nation wide. Qcom is just the right channel for them. Estimation: - Digital ads of India will be $1lk cr in 5 years. - I foresee 70% of that accumulating to Qcom. - Zomato with higher MAU, Higher AOV/premium Users - More real estate (Zomato, Blinkit, District) will capture about 70% of that pool. - Thats a 40k cr = 5B USD revenue stream with 95% gross margins. (I further expect a lot of News channel and streaming ads to move to Qcom over time) Extra Ad Revenues: - It will make more through packaging ads, leaflet distribution, and of course concert surrogacy. - Live Concerts can easily generate another $2B in ad revenue in 5 years. What does it mean for revenue mix: - Amazon ads are 35% of its global revenues, the most efficient mechanism in US right now. - At scale, in 5 years, Zomato ads will move to about 40% of its total revenue. When will this shift happen? - Check youtube every time you watch a video, 90% ads are services or people selling courses. - D2C brands/Consumer Goods have vanished from Youtube Ads

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A very interesting read on How AI can impact brand building, the evolving relationship between brands & their consumers and its intersection with the way agencies function. #AI #brand #content #personalisation #scale

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Marketers & Advertisers: Attention Needed! Curbing Misleading Advertisements in India The advertising landscape in India is evolving towards transparency and accountability. A recent Supreme Court mandate calls for self-declaration certificates from advertising agencies to guarantee ad truthfulness and prevent consumer deception. Legal implications of misleading advertisements are explored, impacting agencies, influencers, and endorsing celebrities. #India #Advertising #Transparency #Accountability #SupremeCourt #MisleadingAdvertisements

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Do we need more proof than this to show how big digital is in India and where the consumers are. USD 4.8Mn+ spent within 20 days of May on just Google ads, by one of India's largest political players ahead of the elections. Based on my experience of working with such campaigns, although the flight time of these campaigns are short, but their cummulative marketing media budgets over shadow the budgets of the largest brands irrespective of verticals. Not to miss out the versatility that needs to be captured with these campaigns. Localisation of campaigns is not limited to just dialects, but topics specific to regions.

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Excited to share my thoughts on how predictive commerce and advanced bidding techniques are reshaping the retail media landscape! With AI and data-driven strategies leading the charge, brands can now unlock unparalleled insights into consumer behavior, helping them make smarter decisions and maximize ROI. Retail media is truly evolving, and it’s fascinating to see how these innovations are paving the way for a new era in digital advertising. #RetailMedia #PredictiveCommerce #DigitalInnovation #AI #DataDrivenMarketing #CustomerInsights

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🚀 Zepto’s 'Shagun Ka Lifafa' Campaign: A Game Changer This Raksha Bandhan! 🎉 Zepto has truly outdone itself this Raksha Bandhan with their "Shagun Ka Lifafa" campaign, setting new benchmarks and delighting customers across India. This isn’t just another festive campaign—it’s a masterstroke in modern marketing, with a cultural twist that resonates deeply. Here’s why this campaign stands out and how it crushed records with 1 Million OPD on a super Sunday, surpassing their previous milestone of 0.7 Million OPD on their Third Anniversary which they recently celebrated: 🌟 Cultural Connection Meets Modern Excitement: Zepto beautifully marries tradition with innovation. The age-old custom of Shagun Ka Lifafa is reimagined with a modern flair—scratch cards with every delivery that promises big wins like cars, Dubai trips, and more! 🎁. By the way, I received upto 30% off on Real Juices and Rs.500 off on EMT. 🌟 Everyone’s a Winner: Unlike typical promotions, Zepto ensures no one is left empty-handed. Every order gurantees a lifafa, and every lifafa guarantees a prize, which not only boosts customer satisfaction but also builds strong brand loyalty. 🏆 I just placed one order on Zepto today, just to check whats the craze about the Lifafa, and I just went ahead to have this post written. 🌟 Strategic Partnerships: Collaborations with brands like Dabur, Easemytrip, Ariel, and Tide elevate the campaign, offering diverse and desirable prizes that appeal to all demographics. This strategic move adds immense value to each order. 🤝 Haldirams, Snickers, Hershey, McCain and not to forget BSC - Bombay Shaving Company - Gaurav Anand are few of many participating brands. 🌟 Creative Brilliance by Chandan Mendiratta: The campaign carries the hallmark of Chandan Mendiratta’s genius, from the catchy rap ad that perfectly encapsulates sibling love and banter, to the overall conceptualization of the lifafa. It’s all Chandan—every bit of it! 🎨✨ It has Chandan written all over the campaign. 🌟 Record-Breaking Numbers: With an astonishing 1 Million Orders Per Day, Zepto not only surpassed their previous records but also demonstrated their operational excellence. This achievement sets a high bar for what’s possible in festive marketing! 📈💥 As we look ahead to the upcoming festive season, the calendar at Zepto must be buzzing with new ideas. I’m on the edge of my seat to see what they come up with next to break even more records! Kudos to the entire Zepto team, and especially to Chandan Mendiratta, for crafting a campaign that’s not just memorable but monumental. 👏 🌟 Don't forget to check the usual banter between a brother & sister on the front of the lifafa. "you have no friends because.. you're lame" is my favourite one. #Marketing #Branding #RakshaBandhan #Zepto #Innovation #CustomerDelight #RecordBreaking Aadit Palicha Devendra Meel Kaivalya V. Chandan Mendiratta

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The 1970s saw the appointment of Ravan Sengupta by Clarion Advertising for its finance position, which adjudged him as the first CFO of Indian advertising. Later on, veteran advertising women like Tara Sinha (of Clarion) and Nargis Wadia (of Interpub) were an all-women army. Despite 40 percent of CFO roles filled in by women in different sectors, Indian advertising has a long way to go. Read more👇 https://lnkd.in/d-zqZATD GOZOOP Group | Rediffusion Brand Solutions Pvt Ltd By Kashmeera Sambamurthy #digitalmarketing #marketing #socialmedia #business #entrepreneur #branding #socialmediamarketing #contentmarketing #growthhacking #marketingstrategy #growthmindset #leadgeneration #sales #engagement #communitybuilding #influencermarketing #results #impact

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Paytm in Talks to Sell Ticketing Business to Zomato in Strategic Shift Paytm is reportedly in talks with Zomato to sell its movie and events ticketing business. This move comes as Paytm focuses on its core fintech business after facing declining sales. Zomato, with its growing cash reserves, it's an opportunity to expand its food delivery offering by integrating events and ticketing into its app. For Paytm, the ticketing business is a growing but non-core vertical. While Paytm Insider saw revenue jump in FY23, it still represents a small portion of their overall income. Zomato, on the other hand, is already investing in this area with a dedicated "Events" tab and aims to diversify beyond food delivery. This potential deal reflects both companies' current positions. Paytm needs to streamline operations after regulatory hurdles, while Zomato seeks growth opportunities. Both companies have confirmed the discussions but no final agreement has been reached. This is a space to watch as the Indian food and entertainment landscape evolves. What do you think? #zomato #paytm #ecommerce

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10 Indian Ad Campaigns That Changed the Game (and What We Can Learn From Them) India's advertising landscape is a vibrant tapestry of creativity, emotion, and cultural relevance. These 10 campaigns have not only captured our attention but also left a lasting impact on our society: 1. Ariel - #ShareTheLoad: Challenged gender norms and sparked conversations about shared responsibility. 2. Cadbury Dairy Milk - "Kuch Meetha Ho Jaaye": Celebrated shared moments and made chocolate synonymous with happiness. 3. Amul - "Utterly Butterly Delicious": Showed the power of wit, topicality, and consistent messaging. 4. Fevicol - "Todo Nahi, Jodo": Proved that humor and unforgettable visuals can create a lasting brand image. 5. Happydent - "White Smile, White Teeth": Demonstrated how a catchy jingle and fun visuals can promote oral hygiene effectively. 6. Vodafone - ZooZoo Ads: Highlighted the impact of simplicity, creativity, and memorable characters in brand building. 7. Surf Excel - "Daag Achhe Hain": Celebrated childhood experiences and resonated with parents on an emotional level. 8. Tanishq - "Ekatvam": Showcased the power of inclusivity and diversity in advertising. 9. Dove - "Real Beauty": Challenged beauty standards and promoted self-acceptance among women. 10. Google India - "Reunion": Reminded us of the power of technology to connect people and evoke emotions. These campaigns remind us that great advertising is more than just selling products – it's about connecting with people, sparking conversations, and leaving a positive mark on society. As a production house owner, I'm constantly inspired by the creativity and ingenuity of these campaigns. They challenge us to push boundaries, tell compelling stories, and create content that resonates with our audiences. What are your favorite Indian advertising campaigns? Share your thoughts in the comments below! #advertising #marketing #India #creativity #production #inspiration

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Digital-first brands often 𝐢𝐧𝐯𝐞𝐬𝐭 𝐡𝐞𝐚𝐯𝐢𝐥𝐲 𝐢𝐧 𝐩𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 in #ecommerce platforms like Flipkart, Myntra and Amazon, especially in birth and early stages. Some founders have 𝐚𝐝 𝐬𝐩𝐞𝐧𝐝 𝐨𝐟 100-150% of their revenue! The belief is that a #flywheel will form through a 𝐟𝐚𝐢𝐫 𝐬𝐞𝐚𝐫𝐜𝐡 𝐫𝐚𝐧𝐤𝐢𝐧𝐠 𝐚𝐥𝐠𝐨𝐫𝐢𝐭𝐡𝐦, which factors in pageviews, conversions, returns, delivery time, and, most importantly, ratings and reviews. As these products earn positive feedback, they should 𝐧𝐚𝐭𝐮𝐫𝐚𝐥𝐥𝐲 𝐫𝐚𝐧𝐤 𝐡𝐢𝐠𝐡𝐞𝐫, 𝐫𝐞𝐝𝐮𝐜𝐢𝐧𝐠 𝐭𝐡𝐞 𝐧𝐞𝐞𝐝 𝐟𝐨𝐫 𝐜𝐨𝐧𝐭𝐢𝐧𝐮𝐞𝐝 𝐚𝐝 𝐬𝐩𝐞𝐧𝐝 However, #QuickCommerce 𝐜𝐡𝐚𝐧𝐠𝐞𝐝 𝐭𝐡𝐞 𝐫𝐮𝐥𝐞𝐬 of the game. Ratings & reviews are 𝐚𝐛𝐬𝐞𝐧𝐭, and search ranking is driven by monetization, large pack sizes and margins. In addition, 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬 𝐡𝐚𝐯𝐞 𝐯𝐞𝐫𝐲 𝐥𝐞𝐬𝐬 𝐜𝐨𝐧𝐭𝐫𝐨𝐥 due to absence of sort and filter in some players like Zepto and Flipkart Minutes. This raises a key question: 𝐂𝐚𝐧 𝐚 𝐭𝐫𝐮𝐞 𝐟𝐥𝐲𝐰𝐡𝐞𝐞𝐥 𝐞𝐯𝐞𝐧 𝐞𝐱𝐢𝐬𝐭 𝐢𝐧 𝐪𝐮𝐢𝐜𝐤 𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞, or will brands always need to rely on ongoing performance marketing injections just to stay visible? In many ways, performance marketing is like a drug—its effect wears off as soon as you stop spending. Without a flywheel, 𝐛𝐫𝐚𝐧𝐝𝐬 𝐫𝐢𝐬𝐤 𝐛𝐞𝐜𝐨𝐦𝐢𝐧𝐠 𝐚𝐝𝐝𝐢𝐜𝐭𝐞𝐝 𝐭𝐨 𝐚𝐝 𝐬𝐩𝐞𝐧𝐝 𝐰𝐢𝐭𝐡 𝐧𝐨 𝐥𝐨𝐧𝐠-𝐥𝐚𝐬𝐭𝐢𝐧𝐠 𝐢𝐦𝐩𝐚𝐜𝐭. #retail #PerformanceMarketing

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Guess which e-com category basis RTO in the region? This is historic across the network data. We have categorised it by categories/sectors and region wise order% and RTO%. Guess which category/sector is 1,2,3 India ecom GMV is in following categories/sectors - Electronics - Mobile Phones - Beauty & Personal Care - Health & Wellness - Fashion - Home & Decor

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A recent study by the The Advertising Standards Council of India (ASCI) Academy, in collaboration with design firm Parallel HQ, has uncovered the extensive use of deceptive or 'dark' patterns in popular Indian apps. Dark patterns are misleading UI/UX strategies that can trick users into making unintended choices. The report, titled ‘Conscious Patterns’, analysed over 12,000 screens from 53 apps across nine industries and found that 52 of these employ deceptive design practices. #design #designing #branding #branddesign #advertising #apps #appdesign

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Discussing the rise of retail media on The Economic Times. Rise of retail media in India underscores the growing significance of platforms leveraging consumer data for highly precise ad targeting. By integrating advanced analytics and purchase behaviour insights, retail media channels are becoming essential tools for advertisers seeking to optimise engagement and maximize ROI. This trend highlights a broader shift in digital marketing strategies, where data-driven approaches are reshaping how brands connect with India's rapidly expanding online consumer base. #retailmedia #digitaladvertising Javed Farooqui

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The growth of digital doesn’t look linear #exponential #digital It’s just the beginning: INR 20,000 Cr <~> USD 2.5 bn in one month. This going to accelerate digital transformation & economic growth of India #upi

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