{"id":13248,"date":"2023-02-24T11:33:14","date_gmt":"2023-02-24T06:03:14","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=13248"},"modified":"2023-02-24T11:33:14","modified_gmt":"2023-02-24T06:03:14","slug":"brand-collaborations-in-india","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/brand-opinions\/brand-collaborations-in-india\/","title":{"rendered":"Ek Aur Ek Gyarah \u2013 When Brand Collaborations Create Consumer Love"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13248\" class=\"elementor elementor-13248\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9f35cb0 elementor-widget elementor-widget-text-editor\" data-id=\"9f35cb0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Brand Collaboration is a strategic partnership between two brands to create an offering that benefits both brands and their respective consumers.<br \/><br \/>The right collab can help a brand tap into an additional consumer base that mirrors its own and offer its own patrons an additional reason to choose the brand. Also, given that each party proactively promotes the collab on their respective marketing channels, it stands to reason that collaborations also offer a relatively cost-effective way to create buzz and drive brand engagement. For all these reasons, we feel that Brands Collabs would increasingly become an integral part of the new-age brand-building playbook.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-07a0887 elementor-widget elementor-widget-heading\" data-id=\"07a0887\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Some recent brand collabs in India that we found interesting<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ed4998c elementor-widget elementor-widget-heading\" data-id=\"ed4998c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">The Whole Truth x Ultrahuman\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1980748 elementor-widget elementor-widget-text-editor\" data-id=\"1980748\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The Whole Truth has built its brand around the purpose of bringing openness and transparency to the packaged food industry. We have already covered the brand and its founder Shashank Mehta\u2019s incredible startup journey before [see <span style=\"text-decoration: underline;\"><a href=\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/decoding-the-whole-truth-lessons-from-the-brand-playbook-of-a-purpose-led-brand\/\" target=\"_blank\" rel=\"noopener\">here<\/a><\/span>]<\/p><p>Ultrahuman, a health-tech brand that manufactures continuous glucose tracking arm-patches and heart rate variability tracking rings, seeks to build the <em>\u2018most powerful health and fitness ecosystem<\/em>\u2019 based on real-time inputs.<\/p><p>Both brands cater to the digitally savvy, health-conscious urban youth, who seek to proactively take control of their health and by virtue of that, are very conscious about eating right as well.<\/p><p>As a part of this collab, The Whole Truth launched a new protein bar and called it <em>The Whole Truth x Ultra Human Protein Bar<\/em>. With highly potent and nutritious ingredients like Chaga Mushroom and Lion\u2019s Mane, The Whole Truth calls it their \u2018<em>most nutritionally potent bar yet<\/em>.\u2019<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-399a7b3 elementor-widget elementor-widget-image\" data-id=\"399a7b3\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"680\" height=\"680\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-2.jpg\" class=\"attachment-full size-full wp-image-13252\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-2.jpg 680w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-2-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-2-150x150.jpg 150w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e6a22a elementor-widget elementor-widget-text-editor\" data-id=\"4e6a22a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>This is how The Whole Truth announced this collab on its Social handles:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7501322 elementor-widget elementor-widget-text-editor\" data-id=\"7501322\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Our approaches might be different, but our goal is the same. Great health. We help you get there by eating clean (correcting the input) &amp; they (Ultrahuman) do it by helping you track the output (which in turn helps you optimize your input). We\u2019re both committed to feeding into this virtuous loop. Which is why, as brands do, we decided to do a collab!<br \/><br \/>Presenting The Ultra Human x The Whole Truth Protein Bar. The cutting edge of real food!\u00b9<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e21a62b elementor-widget elementor-widget-text-editor\" data-id=\"e21a62b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>This collab ticks all the right boxes. The brands\u2019 are complementary- not just in the categories they operate in but even in terms of their Purpose. While The Whole Truth is on a mission to change the way people go about choosing their packaged food, Ultrahuman seeks to transform the paradigms of preventive health.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6aaf580 elementor-widget elementor-widget-image\" data-id=\"6aaf580\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-2.png\" title=\"\" alt=\"\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a81c39 elementor-widget elementor-widget-text-editor\" data-id=\"7a81c39\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>These aspects make it a win-win collab that\u2019s likely to accrue benefits to both brands.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-153fb34 elementor-widget elementor-widget-video\" data-id=\"153fb34\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=RLaOFAOJfjQ&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-video .elementor-widget-container{overflow:hidden;transform:translateZ(0)}.elementor-widget-video .elementor-wrapper{aspect-ratio:var(--video-aspect-ratio)}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{height:100%;width:100%;display:flex;border:none;background-color:#000}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-wrapper{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .elementor-open-inline .elementor-custom-embed-image-overlay{position:absolute;top:0;right:0;bottom:0;left:0;background-size:cover;background-position:50%}.elementor-widget-video .elementor-custom-embed-image-overlay{cursor:pointer;text-align:center}.elementor-widget-video .elementor-custom-embed-image-overlay:hover .elementor-custom-embed-play i{opacity:1}.elementor-widget-video .elementor-custom-embed-image-overlay img{display:block;width:100%;aspect-ratio:var(--video-aspect-ratio);-o-object-fit:cover;object-fit:cover;-o-object-position:center center;object-position:center center}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-custom-embed-image-overlay{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-custom-embed-image-overlay img{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .e-hosted-video .elementor-video{-o-object-fit:cover;object-fit:cover}.e-con-inner>.elementor-widget-video,.e-con>.elementor-widget-video{width:var(--container-widget-width);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b5f64a2 elementor-widget elementor-widget-heading\" data-id=\"b5f64a2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">boAt x Netflix\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-270c519 elementor-widget elementor-widget-text-editor\" data-id=\"270c519\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Netflix\u2019s recent brand collaboration with boAt, the Indian startup that\u2019s making all the right waves with its marketing moves, is also quite interesting.<\/p><p>The collaboration offers co-branded sound gadgets like headphones, wireless earbuds, and a wireless neckband. These limited-edition products (called \u2018<em>Stream Edition<\/em>\u2019) were marketed using a campaign that featured actors like Kiara Advani, Shreyas Iyer, Masaba Gupta, and of course, boAt\u2019s co-founder Aman Gupta, who is riding his Shark Tank fame. Further, consumers who buy this limited edition product range become eligible for receiving Netflix Fan Events tickets, Netflix merchandise and discounts on other boAt products.\u00b2<\/p><p>We have written about Netflix\u2019s struggle to gain subscribers in India [read <span style=\"text-decoration: underline;\"><a href=\"https:\/\/winnerbrands.in\/brand-opinions\/cappuccino-or-chai-the-netflix-india-conundrum\/\" target=\"_blank\" rel=\"noopener\">here<\/a><\/span>]. Creating deeper ties with the Indian market by producing more original local content, and delighting their Indian consumers through constant buzz-generating activations and collaborations can be a great way for Netflix to lure more Indian subscribers.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-500ae20 elementor-widget elementor-widget-image\" data-id=\"500ae20\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"675\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-3.jpg\" class=\"attachment-full size-full wp-image-13254\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-3.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-3-300x169.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-3-1080x608.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-3-768x432.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e46eec1 elementor-widget elementor-widget-text-editor\" data-id=\"e46eec1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Needless to mention, for an Indian brand like boAt collaborating with a global brand like Netflix definitely adds to its stature. This is yet another example of interesting and innovative marketing from boAt (we have covered boAt and its maverick marketing moves in detail <a href=\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/boat-baby-ko-bass-pasand-hain\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\"><em>here<\/em><\/span><\/a>)<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f066d5 elementor-widget elementor-widget-video\" data-id=\"6f066d5\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=QVzMEgz713I&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-13630a9 elementor-widget elementor-widget-heading\" data-id=\"13630a9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Swiggy x Hotstar\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b1d34bf elementor-widget elementor-widget-text-editor\" data-id=\"b1d34bf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>This brand collaboration was a great example of a right collaboration that can be a win-win for both parties- driving deeper engagement for Hotstar and higher revenue for Swiggy.<br \/><br \/>Munching your favourite food or snacks while watching a nail-biting cricket match is a common occurrence across India, and during the 2019 IPL, Swiggy and Hotstar cleverly capitalized on this consumer behaviour to drive business through collaboration.<br \/><br \/>Swiggy integrated their POP feature (curated single-serve meals) into the Hotstar app during the IPL season, enabling Hotstar viewers to order the most popular meals while watching the game, without having to navigate away from the app.<br \/><br \/>This nifty bit of technological wizardry enabled Hotstar to keep their engagement numbers high since users no longer had to navigate away from the app to order food while also enabling Swiggy to tap into a captive audience base and increase their orders.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d1b6574 elementor-widget elementor-widget-image\" data-id=\"d1b6574\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"700\" height=\"466\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-1.png\" class=\"attachment-full size-full wp-image-13251\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-1.png 700w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-1-300x200.png 300w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5bb9116 elementor-widget elementor-widget-text-editor\" data-id=\"5bb9116\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>VP Marketing of Swiggy highlighted the strong synergy of this collab when he said:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e99b92 elementor-widget elementor-widget-text-editor\" data-id=\"6e99b92\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>\u201cOur collaboration with Hotstar aims to satisfy the insatiable love we Indians have for Cricket and Food. We believe a nail-biter of a match accompanied by delicious food is a great combination to serve this cricketing season\u2026 through this, we hope to build a deeper bond with our cricket-crazy fans by offering them an uninterrupted viewing and extremely convenient food ordering experience\u201d \u00b3<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-20ed5de elementor-widget elementor-widget-heading\" data-id=\"20ed5de\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Blue Tokai x Mason & Co<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-01ce7bf elementor-widget elementor-widget-text-editor\" data-id=\"01ce7bf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Blue Tokai stands for gourmet coffee experience while Mason &amp; Co is all about gourmet chocolates. The collab between the two is interesting because besides an alluring product, it is also a convergence of values and purpose.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2f64795 elementor-widget elementor-widget-image\" data-id=\"2f64795\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"739\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-1.jpg\" class=\"attachment-full size-full wp-image-13256\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-1.jpg 960w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-1-300x231.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-1-768x591.jpg 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-797c0a3 elementor-widget elementor-widget-text-editor\" data-id=\"797c0a3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>As a statement on Mason &amp; Co website reads:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7d9fcf6 elementor-widget elementor-widget-text-editor\" data-id=\"7d9fcf6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>\u201cAs bean-to-bar chocolate makers, we feel that Blue Tokai Roasters are the Mason &amp; Co of the coffee world. Blue Tokai works with Indian coffee farmers to produce not only the best coffee we have tried in India but possibly outside of India also.<\/p><p>Just like us, they work closely with their farmers to procure only the best coffee available. They work with single-estate coffee, which means it is coffee sourced from one individual farm or estate. The reasons for this would be very similar to the single-origin chocolate that we produce: to respect and develop the flavour of the coffee produced by the individual farmer.\u201d \u2074<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-849bddf elementor-widget elementor-widget-text-editor\" data-id=\"849bddf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The outcome of this collab is a range of chocolate bars by Mason &amp; Co, described as \u2018Blue Tokai Coffee in a bite-sized bar\u2019 comprising 5 distinct flavours- from known ones like Caf\u00e9 Latte and Caf\u00e9 Noir to more curated \u201cProducer Series coffee beans\u201d like Ratnagiri and Riverdale that are mapped to specific farms and producers. \u2075<\/p><p>This range of products is available at both channels- Mason &amp; Co official website as well as Blue Tokai Cafes &#8211; ensuring that both brands benefit from this collaboration.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ff4f479 elementor-widget elementor-widget-heading\" data-id=\"ff4f479\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Our guide to a right collaboration\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-825971a elementor-widget elementor-widget-text-editor\" data-id=\"825971a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>From above examples, we have laid out 4 filters that can help a brand to choose the right partner to collaborate with:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9b4a718 elementor-widget elementor-widget-image\" data-id=\"9b4a718\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"1080\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-3.png\" class=\"attachment-full size-full wp-image-13255\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-3.png 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-3-300x300.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-3-150x150.png 150w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/02\/When-Brand-Collaborations-Create-Consumer-Love-3-768x768.png 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-804cd96 elementor-widget elementor-widget-text-editor\" data-id=\"804cd96\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Complementary Category:<\/strong> for collaborating, it is important to look for brands in categories that have a seamless and very intuitive linkage with the category that you operate in. This sets the right foundation for adding value-add to consumers. For instance, video streaming and audio gadgets are a perfect match, making Netflix x boAt collab a great one.<br \/><br \/><strong>Coherent Equity:<\/strong> a match of values, purpose, equities and even energies will ensure that collab doesn\u2019t come across as schizophrenic. Consumers respond well to collaborations that reinforce the values they have come to associate with the brand. For instance, both The Whole Truth and Ultrahuman share a lot of common equities- making their collab a credible offering.<br \/><br \/><strong>Coinciding Consumer Base:<\/strong> while collabs are of course meant to tap into an incremental consumer base, it is important to ensure that there is at least some overlap in the consumer sets. While it doesn\u2019t necessarily mean that both brands should have identical consumers, it is important that consumers carry some shared beliefs and motivations. Without this, the collab may not gather the desired consumer traction and even risk alienating existing customers. For instance, both Blue Tokai and Mason &amp; Co consumers value gourmet choices and have discerning palettes, hence a collab between these two brands results in a tempting proposition.<br \/><br \/><strong>Compelling Proposition:<\/strong> finally, merely announcing the collab through hype and buzz wouldn\u2019t amount to much unless it offers a truly compelling proposition to the consumers. In each example above, the outcome of the collaboration is a quite credible and compelling proposition to the consumers- a highly nutritious health bar, an immersive experience, seamless ordering while watching the game, and a gourmet coffee experience in a chocolate bar.<br \/><br \/>In a nutshell, a great brand collaboration is greater than the sum of its parts. It really makes \u201c<em>ek aur ek gyarah<\/em>.\u201d<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fbf746a elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fbf746a\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 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var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bfade75 elementor-widget elementor-widget-heading\" data-id=\"bfade75\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Sources:<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-71d0e33 elementor-widget elementor-widget-text-editor\" data-id=\"71d0e33\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ol><li><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.facebook.com\/thewholetruthfoods\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.facebook.com\/thewholetruthfoods\/<\/a><\/span><\/li><li><a href=\"https:\/\/www.boat-lifestyle.com\/pages\/stream-edition-t-c\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">https:\/\/www.boat-lifestyle.com\/pages\/stream-edition-t-c <\/span><\/a><\/li><li><span style=\"text-decoration: underline;\"><a href=\"https:\/\/brandequity.economictimes.indiatimes.com\/news\/business-of-brands\/swiggy-and-hotstar-bowl-cricket-lovers-over-with-their-unique-collaboration\/68572373\" target=\"_blank\" rel=\"noopener\">https:\/\/brandequity.economictimes.indiatimes.com\/news\/business-of-brands\/swiggy-and-hotstar-bowl-cricket-lovers-over-with-their-unique-collaboration\/6857237<\/a><\/span><\/li><li><a href=\"https:\/\/www.masonchocolate.com\/2017\/07\/04\/blue-tokai-coffee-roasters\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">https:\/\/www.masonchocolate.com\/2017\/07\/04\/blue-tokai-coffee-roasters\/<\/span><\/a><\/li><li><a href=\"https:\/\/www.masonchocolate.com\/product\/bt-producer-seriesblue-tokai-x-mason-co\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">https:\/\/www.masonchocolate.com\/product\/bt-producer-seriesblue-tokai-x-mason-co\/<\/span><\/a><\/li><\/ol>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Brand Collaboration is a strategic partnership between two brands to create an offering that benefits both brands and their respective consumers. The right collab can help a brand tap into an additional consumer base that mirrors its own and offer its own patrons an additional reason to choose the brand. Also, given that each party [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":13254,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ek Aur Ek Gyarah \u2013 When Brand Collaborations Create Consumer Love - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"When the right brands come together, they can create magic. In this FreeFlowing article, we list the best Indian brand collaborations in our opinion.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/winnerbrands.in\/brand-opinions\/brand-collaborations-in-india\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ek Aur Ek Gyarah \u2013 When Brand Collaborations Create Consumer Love - WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"og:description\" content=\"When the right brands come together, they can create magic. 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