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Our IPL partnership is an act of duty: Aishwarya Vasudevan, Neuberg Diagnostics | Marketing


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India is going through its toughest phase since the pandemic hit the country with over 2.5 lakh fresh cases being reported daily. However, the 2021 edition of the Indian Premier League continues to take place amid all the bleak news.
 
While test reports in cities such as Mumbai have been taking a turnaround time of around 72-96 hours in the past week (as opposed to 24-36 earlier), Neuberg Diagnostics’ frequent testing of those involved with the IPL and its ‘bio-bubble’ has helped the tournament continue and provide entertainment for those homebound during this tough period. The diagnostics company has been serving the BCCI since the auctions were held in February this year. ....

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Digital marketing is key to Digital Era's success for Brands and Individuals, says Kashif Tahir, aka Kay-Tee.


Digital marketing has permanently changed the way Brands and top Individuals engage and communicate with their customers.
The use of digital marketing strategies has also immediately hit profit margins and a business s ability to improve. Without joining this advertising style into a broader messaging campaign, a brand seriously limits its ability to be thriving. A business that doesn t contain digital marketing strategies also limits the increased opportunities for their business. It is rightly said if you are not spending your budget on digital marketing, your business will be out of business in a short time in the digital era.
Who is Kashif Tahir aka Kay-Tee: ....

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J.C. Penney debuts private home brand, Loom + Forge


Dive Brief:
J.C. Penney on Thursday added another private label to its assortment with the launch of Loom + Forge.
The private home brand features both indoor and outdoor decor, bedding, bath and window coverings, among other things, according to a company press release. The bedding and bath assortment uses OEKO-TEX-certified materials, meaning they are free from over 300 harmful chemicals.
The launch comes after the department store introduced two other private home brands recently, Fieldcrest and Linden Street.
Dive Insight:
The home sector emerged as a big winner this past year as many consumers shifted to remote work and school, and spent the majority of their time confined to their personal spaces. ....

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Molson Coors invests in brewery founded by gang rivals


Dive Brief:
Molson Coors is making an equity investment in Tru Colors and will work with the brewery to assist in the distribution strategy, brand positioning, supplier relationships, marketing and product development, the companies said in a statement. Tru, which stands for truth, responsibility and unity, was founded by a tech entrepreneur and rival gang leaders from the Bloods, Crips and GD.
Molson Coors said the investment is not only a strategic one but the latest in a series of steps by the maker of Miller Lite and Coors Light to foster a more inclusive and diverse culture. Tru Colors is planning to introduce its first product this summer. ....

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Brands could lose fickle Gen Zers over poor digital experiences, survey finds


Dive Brief:
Brands are vulnerable to losing younger consumers who are less tolerant of poor digital shopping experiences and will quickly move on from brands. Eighty percent of Gen Zers said they re more willing to try new brands online than before the pandemic, while 57% said they re less loyal to brands than before the crisis, digital experience management software company Sitecore found in a study.
More than one-third (38%) of Gen Zers say they allow a brand just one second chance to fix a mistake before switching to a rival. About three quarters (74%) of survey respondents said they ll find another retailer if an online store is out of stock, while 37% have abandoned a purchase or posted a negative review because of a poor digital shopping experience. ....

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