By Papri Das

Since time immemorial we have been seasoned to believe that a bottle of good wine can only come from European nations, or the ?old world? wine as it is popularly connoted by wine connoisseurs. However, this notion has seen a gradual transition with wine connoisseurs increasingly giving the ?new world? wines a swirl as well, observes Sula Vineyard AVP marketing Shraddha Nathani.

Eloquent, dynamic with a soft spot for adventure, Nathani?s colourful and diverse career in advertising, media and marketing started with Lowe Lintas, where she had the opportunity to work with a number of brands like Close Up, Pepsodent, Lifebuoy, Wheel, Vim and Domex, primarily working on insight mining tools, new product development and creating communication strategies for South-East Asia markets. She later honed her marketing skills under Bloomberg TV (then UTVi) and Bisleri, where she successfully carried out the ?Stay Protected? and ?Kiss to Drink? campaigns, catapulting the company into the social media space.

Now with Sula Vineyards, which is rightly hailed as India?s leading winery, Nathani has taken up the challenge to build Sula as brand at par with international wines.

Indiantelevision.com?s Exec Lifestyle caught up with her to find out the challenges in marketing wine produced in India, her tryst with Bloomberg TV and her adventure filled travel experiences.

Excerpts:

In an industry where European wines are favoured, was it challenging to market ?Made in India? wines?

Before we delve into marketing techniques, it is important to note that the world is increasingly shifting its attention towards New World wines ? wines from areas such as United States, New Zealand, Chile and India to name a few. This is because the quality of the wines that these regions produce have been at par with the Old World regions.

Sula has invested in ensuring that we provide the right information to consumer. The world was unaware about the fact that India too can grow wine grapes. Sula has put Nasik on the world wine map, thus not only bridging the gap on this perception, but also competing internationally. The fact that Sula is the market leader in India and the top exporter for Indian wine goes to testify that we understand consumer psyche, global and Indian wine consumption trends and market nuances.

What is your marketing strategy for Sula Wines?

For a brand such as Sula, marketing plays a very important role given all the rules and restrictions on the alco-bev category in India. Our wine portfolio is broadly classified in categories like Elite, Premium, Economy and Value. Each segment caters to a specific target audience, with distinct and unique marketing strategies. We ensure through strategic brand alliances, events and cross promotional initiatives that we maximize brand recall.

How does Sula cater to it?s premium patrons? What range of Sula wines is exclusive to the elite?

Yes, we have a dedicated portfolio for the evolved wine lovers.

Our Elite and Premium portfolios contain the following wines:

• Sula Raza Shiraz ? Limited Edition
• Rasa Cabernet Sauvignon ? Limited Edition
• Sula Brut
• Sula Brut Rose
• Dindori Reserve Shiraz
• Dindori Viognier
• Sula Riesling

Do you think that the liquor industry is male dominated? Have you done any marketing targeting women patrons of wine?

It?s not just the wine and liquor industry, which is male dominated, but the entire corporate universe that has seen more men in decision-making roles as compared to women. However, in the last few decades industrious and ambitious women have risen to the forefront acquiring indispensable roles in organizations. This has made cosmopolitan India open up to the idea of women being at par with men. 

As for Sula?s marketing, certain brands may appeal more to women depending on personal preferences. However, wine as a category is flush with women consumers ? not just in India but also across the world.

What is your favourite wine experience?

One of my most memorable trips was a couple of years ago to Spain. But the highlights of the trip truly came down to some of the simplest of things - getting lost on our road trip from Seville to Cordoba, eating eating Gambas al Ajillo and paella on the Las Rambla streets and sampling the lovely Spanish wines.

Exec Lifestyle?s Weekend Watch recommends and previews television shows, films and live events that you simply cannot miss! Check out our recommendations for this weekend (24 - 26 July).

Live Act:

Theater lovers who don?t mind some heavy questions being raised can check out this powerful play by director Alyque Padamsee titled Broken Images. This play is a psychological thriller that unveils the true face behind the celebrity. Manjula Sharma, played by Shabana Azmi is a Hindi short-story writer suddenly receives international fame by writing an English bestseller. Wealthy, successful and envied, Manjula has everything going her way but she is haunted by her own conscious. Her inner self says she is betraying her own identity and language by deciding to write in English. Manjula is trapped in her own ?image? that becomes psychologist, confessor and also inquisitor of her decisions.

About Town:

What can be more fitting way to spend the monsoon weekends than hanging out with your friends and family over some ?kadak? chai and crispy pakoras? Pakora and Chai festival offers just that. Come to Tea Trails outlets in Thane and get mesmerized by the spell cast by this amazing pairing. Choose from a wide range of chais like the lemongrass, ginger, the Kullad special or their Malasa and pair them with your favourite pakoras. On offer are six different types of pakoras that include onion, spinach, mixed vegetable, bread and daal pakoras.

Television:

& pictures HD

Get ready for a whole new level of ?masti? this weekend with your family and friends as &pictures brings you the world TV premiere of Grand Masti in high definition for the first time on 25 July at 8 pm. Garnering over Rs 100 crore at the box office, this multi starrer entertainer was listed top three grosses of its year of release. If you are worried that the raunchy comedy is too much for family time, then not to worry as &pictures, keeping up their family audience in mind have re-censored it and awarded it UA certification by the CBFC India? So happy movie watching!

In this episode of Talking Point, our host Papri Das chats up the charismatic CEO of BBH India. At forty something, Subhash Kamath strikes a fine balance between work and play. And by play we mean his guitar. Lead singer in a blues and classics rock band which is aptly titled Wanted Yesterday Subhash kamath shares his own tale of how he started ?Rocking On?, from being a creative ad man.

 By Papri Das

As the holy month of Ramadan comes to a close, Muslims across the nation wait in anticipation of the moon to break their fast and let loose in the celebratory mood of their biggest festival, Eid-Ul Fitr on the first day of Shawwal.

From offering prayers at the mosque with the family, indulging in the mouth watering feast for Iftaar in the evening to enjoying scanning through the late night street food stalls through the city, Eid brings with itself many reasons to celebrate. And this joyous occasion doesn?t limit itself to just Muslims. People across all faith in India are seen enjoying the national holiday with their Muslim friends through Iftaar parties and get-togethers.

However, if you are working in an industry like media, which doesn?t follow the norms of a 9 am ? 5 pm job, chances are that you celebrate Eid differently than most others. Take producer Gul Khan from 4 Lion Films productions for example. When Exec Lifestyle queried her about her Eid plans, a simple ?I am shooting? answer.

?There was a problem to get the location and thus we need to work through the weekend. I have been shooting without a break for eight days straight. It?s highly likely that I will miss celebrating Eid at home,? adds the producer, who has worked on hit television shows like Iss Pyaar Ko Kya Naam Doon and Geet, amongst others. Nonetheless, Khan plans to make up for her absence at home by having her family over on the sets.

Walt Disney International India director marketing Mubina Ansari too is away from home on Eid. ?I am in Ladakh right now and most likely I won?t be able to make it home before Eid,? Ansari informs over the phone.

While on a trip to Ladakh with a friend?s family, Ansari had to stay back to look after her friend, who unfortunately fell sick. However, this anomaly from her original plans isn't stopping Ansari from giving Eid her best shot. ?There?s hardly any network here so there?s no chance for a Skype call with my family, but I will make sure to give my family back home a phone call. I also plan to find a local Dargah to pray, while donning the traditional costumes available here,? Ansari shares adding that she can?t wait to go home and try the Kheer and Biryani that her mother makes on Eid.

Those who have been in the industry for long have come to terms with the working hours and have learnt to work their way around it to celebrate festivals. ?When you are in a business and profession like the media, you can only yearn for the carefree ways you celebrated festivals as kids.

Nonetheless, Eid to me is the best time to catch up with all my family members, and even those who you seldom meet over the year,? says Green TV co-founder and managing director Junaid Memon, who is visiting his brother?s new home to celebrate Eid and is also throwing him a housewarming party. When asked about his fondest memories of Eid from childhood, Memon recounts, ?My fondest memory involves renting a cycle with the Eidi money I got as a kid. It was 25 paisa per hour in those days and one had to book it for four hours minimum. Spending one rupee on a cycle ride is something I still cherish and miss.?Memon also shares that for Iftaar he prefers dry fruits to desserts, with the exception being Malpua and the delicious kebabs served during the season.

Kalaignar TV vice president operations Humayun Ali Ahmed also resonates the sentiment that Eid strengthens family bonds and brings the family closer as a unit. ?Every Eid, I traditionally pray together with the family and then share a meal with my extended family as well. I have been holding the fast on and off throughout the month due to health reasons, but I am looking forward to breaking the fast on the last day followed by the Iftaar treat that follows,? he says, before busying himself with the preparations of the day.

On that note, we at Indiantelevision.com wish one and all Eid Mubararak!

Exec Lifestyle?s Weekend Watch recommends and previews television shows, films and live events that you simply cannot miss! Check out our recommendations for this weekend (17 to 19 July).

Live Act:

If Shakespeare?s Macbeth was a blood curling tragedy that leaves you in the depths of despair, it?s comic adaption has sent the entire world roaring with laughter. This twisted adaptation of this classic, The Tragedy of Madbeth is a comedy play about one man, one crown and one throne. Beth and his imaginary friend Banquo meets three witches and from there on, Beth tries to live up to certain prophesy and both of these characters narrate a murderous tale.A physical comedy inspired from the classic of Shakespeare, this performance has mime, acrobatics, improvisations, songs and a lot of humour. This play has been staged at various venues across the globe. So drop by Canvas Laughter Club on 18 July at 6 pm and check out this never before seen adaptation of Macbeth

About Town:

End your weekend on a relaxing note by enjoying some smooth tunes and fresh beats this Sunday, 6 pm at Boveda's Beat Salad featuring Saral, Burudu and Mirvair Nath. Nakul and Sahil began working together in 2012 under the name Burudu. It was incited by the idea of fusing what inspires them, and combining their different approaches to music. While in London the two began pushing their music through local independent labels, and since then Burudu has released several tracks across different labels.

In a city like Mumbai, where there are countless number of dine out options for every cuisine, and the number of offers and suggestions from curating apps makes you further confused, it is hard to settle with one that you call your favourite. But our execs have successfully handpicked a few haunts that have never failed to please them. This week on Exec Life, watch these media execs speak about their favourite food haunts in the city