Alchemist Marketing Solutions wins the marketing and communications duties for Divine Solitaires, India’s first solitaire diamond brand. With this shift to a specialised marketing strategy agency, Divine Solitaires aims to consolidate their position as a leading solitaire & diamond jewellery brand. The growth of Divine Solitaires has been well sustained over the last 11 years. Owning to the vision of its Founders and Directors Mr.Shailen Mehta and Mr.Jignesh Mehta, Divine Solitaires has grown as a brand for the discerning customer, standing for its highestquality diamondsand bringingtransparency indiamondpricing. The firm already boasts on the strength of their message of quality, trust and value, and has aggressive growth targets across India. Alchemist, as strategic marketing

In a significant development, Starcom has won the media business of Godrej & Boyce and will handle their appliances, furniture and securities portfolio. The mandate covers all media other than digital. The business was won as part of a highly competitive media review. Godrej & Boyce is the holding company of the Godrej group that also operates across 14 diverse businesses. Founded in 1897, the company started with the manufacture of high quality locks. It has since diversified into consumer goods, office and industrial products & services, infrastructure and real estate. Godrej is one of India’s most trusted brands serving over 1.1bn customers worldwide, every day. Says Mallikarjun Das, Group CEO, Starcom India, “It’s a privilege to partner with Godrej & Boyce one of

Headquartered in Mumbai, Godrej & Boyce Mfg Co, a Godrej Group Company, has 15 diverse business divisions offering consumer, office and industrial products and services of the highest quality to every corner of India and across the globe. As part of the mandate, Isobar India will manage the account from its Mumbai office. It is pertinent to note here that the agency won the account following a multi-agency pitch. Speaking of the appointment, Animesh Bhartiya, Chief Communications Officer, Godrej & Boyce said, “Godrej & Boyce is going through an exciting phase. We are a diversified group with interests across 14 varied sectors. While, on the one hand we collectively have to ensure each of our businesses are independently responding effectively to the needs of its customers and

A frequent question I hear from senior global marketers is, "how can I maximise ad transference?" It's a sensible question. As zero-based budgeting grows in popularity, the opportunity to save costs by producing one ad that can be used in many countries is compelling. But there is the risk that making an ad work across multiple countries may not be the best way to maximise ROI. Benefits and risks of a global approach In many ways, the world is getting smaller and brands are becoming more international. Advertising produced and deployed globally has the potential to be a huge cost saver for marketers. But the odds are against the ad working effectively globally, so marketers need to know when a global ad is the best option and when it would be best to take a global idea and execute