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Founded in 1995, BIC Cello Pens (originally Cello) is India's most recognized stationery brand and the leading manufacturer and distributor of writing instruments. The brand, which was acquired by French stationery major BIC, is known for its consumer-led innovations, impressive product diversification, and continuous improvements to ensure the best writing experience for its customers. The brand, reportedly, sells at least 5 million pens every day and has a robust presence in North America, Europe, Africa, the Middle East, and other Asian countries.

In todays edition of the e4m Pride of India series a celebration of top homegrown businesses BIC Cello General Manager India Manos Nikolakis talks about the brands journey and its focus on promoting education for kids in the country.

Talking about the initial days of the brand, Nikolakis shared, It was in 1995 that the brand was launched in India and within no time, because of its products became quite successful. It was doing a good job in distributing quality products and our company (BIC) was always looking from a distance in India. We were impressed with the professionalism of the founders and thats how our first meeting happened sometime around 2007-8. In December 2015, we acquired the brand.

He added that the brand is building the inherited business since then. BIC Cello enjoys a great brand awareness, if I am not wrong, it is close to 90%. We have 60% recommendations too. We want to follow this heritage and take this to the next level.

Along with business KPIs, BIC Cello is really passionate about contributing to the education levels in the country and has dedicated great CSR and marketing efforts in that direction.

He elaborated, Education plays a very important role in society. And in India, the government too is investing heavily in promoting education for all, which is a very good thing. This also positively impacts our industry. We, too, have an aim of benefitting around 250 million children by 2025 by aiding them in getting an education. We are partnering with third parties for this.

Nikolakis feels that education is the sector that is most important for their business in modern times when most of the other activities have moved online. Yes, the industry is changing but every child is going to start their education with a pen in their hand. And thats why we see a great scope of growth for our business.

BIC Cello, therefore, extensively works on diversifying its products for the changing needs of the consumers. We do not want to bind us to a specific type of product. Each consumer is different and has different preferences. So, the first task for us is to build products for everyone and the second is to position the brand in such a way that consumers can identify you. They must affiliate your brand with something, Nikolakis shared.

He also highlighted that the brand is working hard to have a solid e-commerce presence while still utilising the scale they have in modern trade and local stores. We want to be present everywhere. If you buy from a store, our products are designed to stand out and feel comfortable in your hands, and if you are buying online, our products will appear in top search results, he concluded.

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We want to be present everywhere: BIC Cellos Manos Nikolakis - Exchange4Media

Saving money on car insurance is not an impossible task to accomplish. Bundling policies and installing safety devices will help drivers lower their insurance premiums, said Russell Rabichev, Marketing Director of Internet Marketing Company.

LOS ANGELES (PRWEB) March 07, 2022

Compare-autoinsurance.org has launched a new blog post that presents several smart tips that can help drivers obtain lower car insurance rates.

For more info and free online quotes, please visit https://compare-autoinsurance.org/lower-car-insurance-premiums/

Many drivers cant imagine their lives without driving their vehicles. Their daily routines would be harder to accomplish and going from one location to another would be less convenient and it would take more time. But to legally drive their vehicles on public roads, drivers need car insurance. For some, car insurance can be expensive. However, there are plenty of methods that can help drivers pay less on car insurance.

Drives can save money on insurance if they follow the next tips:

For additional info, money-saving tips and free car insurance quotes, visit https://compare-autoinsurance.org/

Compare-autoinsurance.org is an online provider of life, home, health, and auto insurance quotes. This website is unique because it does not simply stick to one kind of insurance provider, but brings the clients the best deals from many different online insurance carriers. In this way, clients have access to offers from multiple carriers all in one place: this website. On this site, customers have access to quotes for insurance plans from various agencies, such as local or nationwide agencies, brand names insurance companies, etc.

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Celebrating the contributions of women in the PR sector, exchange4media PR & Corp Comm is running a 'Women Achievers Series'. It will feature the journey, success and achievements of some of the top women leaders from the Public Relations and Corporate Communications fraternity.

Todays series features Trupti Vasudev, Director, Actimedia PR & Digital. An experienced professional with over 20 years of demonstrated history of working in media, marketing, public relations, some of her focus areas include corporate communications, brand marketing, sports marketing, retail marketing and market research.

Excerpts from the interview:

Now that the industry is opening up workplaces and resuming operations from the office, what are the initiatives, measures and precautions that should be adapted/ taken to ensure a smooth transition?

People have undergone a tremendous transformation in the last two years personally and professionally. There has been an evaluation of where they are and what they want from their careers and life. We have to be sensitive to the fact that this means different things for people in different life stages. There are those who prefer work from home because it allows them flexibility and there are those who prefer the energy that being around co-workers gives them. There are also those who are anxious about going to meet someone for the first time even though they have been working remotely together for a while.

The biggest imperative today is to dialogue with teams, understand their differing needs and allow them to ease back into the workplace, to use the workplace to create greater efficiencies while not abruptly disrupting their home-life schedules.

The last 20 months have been trying for every professional, especially with the hybrid working model. How did you strike a balance between office work and household duties?

Perhaps I am blessed or I just have good karma. I have a great family system that has never created the standard pressures of being a daughter, a woman, a wife or a mother that would impede my work or, for that matter, any of my other pursuits. It creates a sense of freedom and balance that is immensely empowering. I managed to work for and earn my karate brown belt during the pandemic, even managed to get a decent vegetable garden going and didnt have to sacrifice my work or my time with my family.

At work, we have an extremely democratic structure that works on mutual respect. We ensure that we do the simple things right. Do not impose on each others personal time, do not run meetings through lunch, provide adequate notice for meetings so that work is enjoyable rather a stress factor.

Actimedia has a fantastic bunch of people. Having a team that is self-motivated, has fun together and enjoys their work allowed for a smooth and easy communication between teams, so all the negative fall-outs of a Zoom office have been totally nullified.

I also think we were incredibly well placed because of our client set. We work with some great partners who have been with us for years and we enjoy a relationship of great trust, so we dont have typical agency pressures and are instead focussed on creating some quality work.

What are the roadblocks that you have had to overcome to reach where you are today?

Wouldnt call it a roadblock but with the benefit of hindsight and of paying attention to the corporate journeys of both men and women around the world, I feel that perhaps I should have invested in creating a mentorship circle around me in the early days. We had the passion but perhaps not the wisdom that people with experience bring.

Mentors can really unlock potential for young women and help them to overcome barriers - both real and perceived.

What, according to you, are the makings of a leader?

Of late, I have been following the management style of Liverpool coach Jurgen Klopp and I am so in awe. For a super-achiever himself, dealing with other high-performance athletes is not easy, in a sport that is such high-stakes, that needs a community to rally around the team, it is perhaps one of the toughest leadership mandates.

From setting clear expectations at the time that he took on the role, to building a team slowly and patiently, to now when they are so close to the title Klopp has shown fantastic leadership. Deeply analytical in his approach, scientific in his signings, highly demanding in terms of results and yet incredibly human as he showed with his decision to bring in back-up goalie Kelleher at a nail-biting juncture in the recent Carabao Cup. He has shown that leaders dont need to set sentiment aside.

In the chase for glory, Klopp still manages to find space for old-world values such as loyalty, fellowship to the club, and rituals that respect the fans. Leaders build things that are meant to outlast them. They work on building a culture that thrives even when they are not there.

What would be your advice to the young generation?

Be bold, be adventurous but also be socially conscious. Every generation has done great things because they have challenged the old. But every generation also realises that there are some things that are enduring. My advice to the younger generation would be to carefully evaluate what they keep and what they shed. The importance of rigour, of values and of relationships are elements that have stood the test of time over several evolutions of corporate existence.

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Leaders build things that are meant to outlast them: Trupti Vasudev - Exchange4Media

Ethnic wear brand Libas has roped in actress Sara Ali Khan as their first celebrity brand ambassador with their Spring Summer 2022 campaign #TheresAlwaysALibas. Sara will be seen endorsing the brands latest designs in a series of campaign films and stills across digital platforms, created in collaboration with The Script Room as the creative agency.

Speaking of the association and selection of Sara as the brand face, Sidhant Keshwani, CEO & MD, Libas, added, We are very excited to have Sara on board! Simple, confident and comfortable in her own skin, she perfectly embodies the spirit of Libas; she is someone whose personal style resonates with Libas philosophy. She organically endorses wearing ethnic wear in her personal style which makes her a natural choice for the brand.

The campaign launched on Womens Day also reinforces the essence of female friendship and the camaraderie of womanhood - for big and small moments of life with the two campaign films while endorsing the versatility of the brands offering for all occasions - Office party ho ya Diwali Party #TheresAlwaysALibas and Another date ho ya another breakup #TheresAlwaysALibas.

Commenting on the association, Sara said, I am overjoyed to share this association with Libas; Libas has the most comfortable ethnic wear styles. The brand gives a refreshing outlook to Indian ethnic fashion and makes the category an effortless choice for all occasions.

Talking about the brands expansion plans, Keshwani added, We are focused on providing 360-degree wardrobe solutions to the modern Indian woman. In line with this goal, we have added a plus-size brand Extra Love in our offering along with kids and loungewear categories and plan to add home, footwear and jewellery categories as well in the coming future. We are also looking to scale up the offline presence to 200 stores by 2025 across metro and tier-II cities.

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Sara Ali Khan to be the face of ethnic wear brand Libas - Exchange4Media

Bagrrys, the breakfast cereals and health foods company, has emerged as the pioneer in India for products such as granola, muesli and oats among others. Over the years, the Delhi-based company has been coming up with a line-up of nutritious products.

Now, striving to take the three-decade-old company to the next level is

Aditya Bagri, Director Bagrrys Group.An LSE alumnus, Bagri worked at Goldman Sachs in the UK and AIESEC in Delhi before joining his family venture in 2011 as a Manager. He gradually rose to his current role and is now handling the entire FMCG business for the group.

Bagri spoke to e4m at length about the companys goal, the growth journey, advertising strategies and much more.

Take us through Bagrrys initial journey. Who was the driving force behind the company?

My father started this business just out of passion when he was only 19. He subsequently built it into a successful B2B company, supplying tailor-made ingredients to multinational companies.

Inspired by Mahatma Gandhi, who strongly spoke about the nutritional value of bran the outer coating of wheat that was usually thrown away, my father processed bran and converted it for human consumption.He supplied bran-rich products to consumers. The feedback was that the products had health benefits and that encouraged and motivated him further. Thats how he started making oats, muesli and other nutritious products.

We innovated with various other nutritious products for Indian consumers. Bagrrys was the first to launch a nutritional bar in the country in 1998 and that was way ahead of its time. 2000 onwards, we focussed on FMCG business as well with teams for various functions. We also established state-of-the-art manufacturing facilities (in Delhi, Himachal, Rajasthan and UP).

By giving what we felt would be the best for consumers, we have built decades of trust in the brand.

Over the years how have you connected with your consumers - word of mouth, supply chain innovations or ads?

In the initial phase, it was predominantly word of mouth that helped us grow. Consumers tried our products and shared feedback with others. We also used influencers of the nineties who were then doctors, nutritionists and food editors. We shared technical papers with them showcasing the health benefits of our products. We participated in a lot of events in Delhi and Mumbai, and other places to market our products.

Predominantly, we focussed on delivering good quality products and growing organically by word of mouth.

We were the first to introduce PET jars to pack our health food products two decades ago. Globally, these products were sold in plastic or paper pouches then. This initiative became quite popular and encouraged homemakers to have oats as it came along with PET jars.

What has been your most popular advertising campaign in recent years? Which ad agency do you work with?

A majority of our campaigns were launched by our in-house advertisingteam. We advertised on Meru and Ola cabs and in airlines. Now, we are focussing on micro-campaigns on digital platforms such as Google and Facebook, and e-commerce platforms. Their flash rates are very high as we have to launch campaigns every 10-15 days.

As far as mass media is concerned, we did a TV campaign in Malayalam and that was quite successful.

We dont want to launch many products and wait for consumers' approval. Our focus rather is on products that consumers like. We are focussing on customer acquisition that can be sustained.

How much is your ad expenditure today compared to what it was before the pandemic?

Without going into actual numbers, I would say that the AdEx has gone up five to six-fold compared to what we spent in the pre-pandemic times. Earlier, we mostly participated in trade events for marketing, now digital campaigning is the focus. Going forward, our campaigns will increase since we are going to launch new products.

Who do you see as your biggest competitor? Do you feel you are making a dent in their revenues?

Bagrrys is not the organization that says this is our competitor or we are making a dent in others revenue. Our long-term goal is to become Indias most trusted brand in the health food category.

The breakfast cereals market is heavily dominated by multinationals. To operate in this segment, we have to ensure that we keep innovating and offer the best quality products.

Our corn flakes brand is very different from others because we have added fibres in the flakes to reduce the glycemic index of corn without compromising on taste. We are using whey protein, which is a quality protein in breakfast cereals.

We launched various categories, including one for kids, without any artificial ingredients. When we realized people want healthy products beyond breakfast, we launched an extension of the morning breakfast category by adding healthy snacking items.

We are the largest home-grown brand in the category. There is still a long way to go.

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We have built decades of trust in the brand: Aditya Bagri, Director - Bagrry's - Exchange4Media