The Most Inspiring Business Leaders To Follow In 2023

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Article MALAYSIA’S Thriving Tech Sector in 2023 Case Study MERCEDES: A Class Apart Upshot LIVERPOOL: The Gem of England

The Most Inspiring

BUSINESS LEADERS To Follow In 2023

ESHA D’SOUZA AND MOHAMED OSMAN CEO and Partner & Founder and Chairman

Corporate Group

The Dynamic Duo Simplifying

Finances for Corporates

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This edition of The Enterprise World of Most Inspiring Business Leaders to Watch in 2023 highlights the remarkable stories of such inspiring leaders in business for 2023. Their visionary leadership, strategic prowess, and courageous initiatives are making an enduring impact on the business landscape, motivating others to envisage and contribute to the industries of the future.

For the cover read about Many organizations aspire to streamline their financial processes, allowing them to focus on their core operations. Yet, entrusting this pivotal task to an external agency is no small decision.

That’s where Corporate Group, under the astute leadership of Esha D’Souza and Mohamed Osman, steps in. This tax and audit advisory company has not only etched its name but also established itself as a key player in the highly competitive financial landscape in the UAE as well as in international regions. The outstanding leadership of this dynamic duo has elevated the success of the company, positioning it as a trusted partner for businesses seeking financial clarity and excellence.

Corporate Group: Shaping Success through Financial Excellence Headquartered in Dubai and extending its reach worldwide, Corporate Group is a leading audit, tax, and advisory company guided by the dynamic duo of Esha and Mohamed. The company boasts a team of highly skilled professionals wholly devoted to providing top-tier consulting services. What sets Corporate Group apart is its ability to strike a balance between quality and affordability, positioning it as a remarkable player in the market and making financial services accessible to all.

Shalmali Shalmali W.

From Editor’s Desk

I

n the ever-evolving realm of business, inspirational leaders are not merely navigating the present; they are actively shaping the industries of tomorrow. These dynamic individuals stand at the forefront of innovation, boldly charting new territories and redefining conventional norms. As catalysts for change, these business leaders not only propel growth within their respective sectors but also pave the way for aspiring professionals to follow suit.

CONTENTS

10

Esha D'Souza & Mohamed Osman

UPSHOT

Liverpool: The Gem of England

18 Article

Malaysia’s Thriving Tech Sector in 2023

24 CASE STUDY

Mercedes: A Class Apart 4 Last Minute Christmas Dessert Recipes to Save the Day!

30 Blog

40

COVER STORY

MOHAMED OSMAN ESHA D’SOUZA The Dynamic Duo Simplifying Finances for Corporates

10 | December 2023

&

EMERGING FINANCIAL LEADERS

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I

n the dynamic world of business, the vital importance of taxation and auditing cannot be overstated. They serve as the bedrock of financial integrity, providing vital insights and assurance to companies and stakeholders alike. Many organizations aspire to streamline their financial processes, allowing them to focus on their core operations. Yet, entrusting this pivotal task to an external agency is no small decision.

That’s where Corporate Group, under the astute leadership of Esha D’Souza and Mohamed Osman, steps in. This tax and audit advisory company has not only etched its name but also established itself as a key player in the highly competitive financial landscape in the UAE as well as in international regions.

The outstanding leadership of this dynamic duo has elevated the success of the company, positioning it as a trusted partner for businesses seeking financial clarity and excellence.

Corporate Group: Shaping Success through Financial Excellence Headquartered in Dubai and extending its reach worldwide, Corporate Group is

a leading audit, tax, and advisory company guided by the dynamic duo of Esha and Mohamed. The company boasts a team of highly skilled professionals wholly devoted to providing top-tier consulting services. What sets Corporate Group apart is its ability to strike a balance between quality and affordability, positioning it as a remarkable player in the market and making financial services accessible to all.

The true distinction of the company lies in Esha and Mohamed’s unwavering commitment to nurturing meaningful relationships and delivering services with unparalleled efficiency. Its team of seasoned professionals, armed with a blend of international and local expertise, excels in crafting tailored solutions capable of addressing even the most intricate financial challenges. Through their unwavering dedication and hard work, the duo’s primary mission is to unlock the full potential of businesses and cultivate enduring growth.

D i v e r s e S e r v i c e s P ro v i d e d b y t h e Company Together, Esha and Mohamed bring a wealth of experience in finance, taxes, and accounting to their work. Their expertise forms the foundation for the outstanding achievements of their company, Corporate Group. The firm excels through a combination of specialization and innovation, focusing on three core pillars: audit, tax, and advisory services.

The team’s profound knowledge and extensive experience in these essential areas empower them to develop transparent and comprehensive financial solutions for their clients. At its core, Esha and Mohamed share a collective mission to address and surmount every financial challenge their clients face.

It’s this dedication that leads their clients’ businesses to thrive under their expert guidance The Leadership Philosophy of Esha and Mohamed Esha and Mohamed’s leadership philosophy is all about service leadership. It revolves around placing clients and team members first, above everything else. They ensure this by prioritizing knowledge sharing, which, in turn, builds trust and encourages effective collaborations.

Furthermore, to make sure their philosophy is ingrained throughout their organization, the duo believes in leading by example. They actively engage with their team members and provide full support for their growth and development. This approach nurtures a culture where everyone is not just motivated to embrace this philosophy but also lives it every day at work.

From Vision to Reality: The Inspirational Journey and Challenges Faced Esha and Mohamed’s inspiration for their entrepreneurial journey was driven by a shared vision of freedom and passion. They wanted to build their business on their terms, free from the constraints of traditional

12 | December 2023

COVER STORY corporate structures. This drive for independence has consistently motivated them to innovate their business approach.

In a world of constant change, the ability to adapt and evolve is crucial. As leaders themselves, Esha and Mohamed understand that one of the most significant challenges faced by nearly every leader is navigating the complex and ever-evolving entrepreneurial landscape. This challenge, though daunting, also represented one of the biggest hurdles they encountered while establishing a Corporate Group. However, this trial tested their determination, and as a result, their unwavering dedication has ultimately led to the remarkable success of Corporate Group.

Revolutionizing Traditional Practices Both leaders are strong advocates of disrupting traditional financial service models through their commitment to customized solutions. That is why Corporate Group’s approach involves addressing each unique challenge with the primary goal of delivering precise solutions, as opposed to the generic ones commonly found in the market. This is precisely what sets Corporate Group apart from the traditional way of working.

MOHAMED OSMAN EMERGING FINANCIAL LEADERS

Esha and Mohamed ensure that technology is harnessed for the greater good, resulting in time savings and enhancements in the accuracy and efficiency of financial management at Corporate Group.

Therefore, to enhance the customer experience, the company takes a proactive stance by integrating technology into its operations. The teams at Corporate Group frequently adapt to the software used by their clients to ensure the delivery of topquality service.

Strategic Risk-Taking and DecisionMaking Esha and Mohamed’s approach to risktaking remains finely tuned. Their methodical decision-making process goes beyond assessment and planning; it extends

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to the agile execution of strategies designed to mitigate potential risks. This proactive stance not only ensures the protection of their clients' interests but also cements their reputation as trustworthy partners. It also reflects the core ethos of the organization—trust.

Identifying and Fostering Talent Human resources form the foundation of any company. Within the Corporate Group, the identification and development of talent are deeply ingrained in the company’s culture. The management has instituted a comprehensive 360-degree assessment for its employees, allowing them to gain a comprehensive understanding of their strengths and areas for improvement.

ESHA D’SOUZA EMERGING FINANCIAL LEADERS

This commitment is one of the primary factors that sets Corporate Group apart in the region. It reflects the founders’ significant investment in team building, learning, and development. Esha and Mohamed firmly believe that their business revolves around people, and they understand that staying at the forefront requires the continuous nurturing of their human capital.

They accomplish this through a dedication to being effective mentors. Mentorship plays a pivotal role in this process, offering a platform for knowledge transfer and the cultivation of leadership skills.

Furthermore, to maintain their innovative edge and competitive prowess, Esha and Mohamed cultivate a culture of perpetual learning and adaptability throughout their organization. They allocate resources to research and development, closely monitor market trends, and engage in collaborations with industry experts. Through a steadfast commitment to their core values and a customer-centric approach, they adeptly respond to evolving market conditions and the emerging needs of their customers.

Balancing Innovation and Stability In an era of intense competition, there’s a delicate balance between deviating from convention, taking calculated risks, and upholding the luxury of stability. The duo skillfully maintains this equilibrium, which has been instrumental in their successful

14 | December 2023

COVER STORY partnership. They each bring unique strengths to the table, with one leaning towards risk-taking and the other focused on preserving stability and ensuring profitability. This complementary dynamic underpins their decision-making process.

prompted by a growing demand from China for investment opportunities in the UAE.

This balance depends on the duo’s aptitude for carefully assessing risks and opportunities. They have discovered that this diversity in their approaches allows them to harness the best of both worlds: the ability to innovate and the discipline to uphold financial stability and profitability. All these elements contribute to the continued growth of the company.

Recognizing the intricacies of Chinese government regulations surrounding capital flows, the need for local expertise to ensure compliance became evident. Hence, the decision to establish a presence in China was a strategic move aimed at providing invaluable support to both individuals and businesses looking to invest in the UAE.

Recent Product Launches or Business Expansion

The Next Big Step

Under the leadership of Esha and Mohamed, Corporate Group has established a strong foothold in the market. A testament to their success is the recent expansion of their operations, marked by the inauguration of a new office in Beijing. This expansion was

Esha and Mohamed approach their decision-making with agility and swiftness, a benefit often enjoyed by young entrepreneurs. As a boutique firm, their focus on specialized segments and products has given them an intimate understanding of their strengths and areas where additional value can be delivered.

To further enhance their offerings, the duo implements strategies for collaboration with other boutique firms. This collaborative approach enriches the company’s value proposition for its customers. Additionally, the company is taking proactive steps to expand its global presence, venturing into new geographical territories to broaden its reach and diversify its product and service portfolio.

Wrapping Up Corporate Group stands as a beacon of excellence in the realm of tax and audit advisory. Both the leaders’ commitment to personalized service, coupled with a blend of international and local expertise, has not only set them apart in a highly competitive market but also brought them to the forefront. Additionally, the company’s dedication to nurturing quality relationships, delivering services with unparalleled efficiency, and offering accessible financial solutions has made it a vital partner for businesses looking to unlock their full potential and foster lasting growth. Corporate Group is not just a consultancy; it’s a driving force in the world of finance and business transformation.

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LIVE

18 | December 2023

ERPOOL The Gem of England

Liverpool, a city located in the metropolitan county of Merseyside in North West England, is famous for multiple reasons. The music scene, football teams, culture, friendly faces, maritime history, and so on. All of us know the rock band The Beatles belonged from here. The Hollywood actress Jodie Comer, the two professional football teams, and the nightlife, all these are the breath-taking elements here.

When you notice all these elements around you, you're in Liverpool, my dear friend!

The multi-faceted attributes of the city make it different from other cities. With a population of 9,17,000, the city's two football teams enjoy a huge fanbase. Delve a little deeper into the city and you will discover a few things that could exhilarate your experience of this gem of a brilliant UK city. During the late 19th and early 20th century, the city was most famous for being a port. Liverpool is on the east side of River Mersey. It became a borough in 1207 and a city in 1880.

In 1889, the city became separate from Lancashire. The number of national museums in Liverpool is very high, except London, of course! A person who will visit there will find all sorts of interesting things to do during the stay. The history, the culture, the visuals around the city, and the museums, all of it is worth going.

Liverpool Attractions: Not only The Beatles, there are more reasons to be fascinated by the beauty of the city. Several indoor and outdoor attractions can be enjoyed by people.

The Formby Squirrel Reserve is right around the corner from Crosby Beach. The "Iron Men" sculptures can be seen famed by Antony Gormley's.

The glittering Albert Dock is home to a variety of great museums and art galleries in Liverpool. It also includes the Tate Liverpool and the Mersey Maritime Museum. Sefton Park is a 235-acre Grade I-listed park with enough for families. The city also has a surplus of free attractions and things to do.

Scouse or Scousers?

One is the name of a dish, while the other is a nickname used for people. So, scouse is the term used for a filling stew made of beef, carrots, onions, and potatoes. It is guessed to be a version of Norweigan Labskaus, that was brought to the city hundreds of years ago by visiting sailors. The delicacy is still served in many pubs and eateries in the city today.

The local people in the city are addressed as Scousers or Liverpudlians. After a long day of strolling in the city, at the end of the day you need to feel satiated, you can always find a good place serving the delicacy. Grab a local scouser with you to have the scouse, how does that sound?

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Interesting Facts About Liverpool: 1. A Hub for Museums: With a count of 10 museums to visit, a person who is inquisitive by nature will learn a new thing or two over here. You can make a list of museums and keep ticking after completing each one of them. Almost all interests are covered, and all of them are free to enter too. A great place to begin with the museum stroll is the Royal Albert Dock.

2. Cavern Club and The Beatles are inseparable: Even though the original Cavern Club does not exist, the original arches of the building can be seen. The Fantastic Four grew up in the same area and had started performing some of their very first shows in the city.

With a count of over 292 performances at the iconic Cavern Club, the renovated club has Beatles memorabilia and is a remarkable place to listen to music.

3. The Chinese Connection: Liverpool dons the hat of hosting the oldest Chinatown events. London and Manchester host the biggest Chinatowns in the UK. The Chinese community, for centuries, has trading links with Liverpool city that allured immigrants, sailors, and traders from all over the globe. Another interesting fact about Liverpool City is the arch of Liverpool's Chinatown. The lavish structure was decked with hundreds of dragons and two magnificent lions.

4. Largest Cathedral in the UK: 74 years was the time taken to build this cathedral. Yes, that's right! We aren't joking.

At 189 meters long and 101 meters tall at its highest point, it truly is humongous. The Anglican Cathedral holds the title of the largest cathedral in the UK. If you plan to explore the gorgeous Georgian Quarter you will not want to miss this monument. Located on St. James Mount, it is worth the visit.

20 | December 2023

5. A wet dock: The best hidden gem is the 300-year-old dock that lies underneath Liverpool ONE. Opened in 1715, the clever design allowed ships to unload cargo without worrying about the tides of the River Mersey estuary.

It took 5 years to build and cost three million pounds in today's monetary calculation. The immense hard work and dedication helped Liverpool become the best trading port on the planet.

6. Jaw-dropping cultural diversity: According to a study, 51% of Liverpudlians speak a language different from English a home. A whopping 60 different languages are spoken by the residents daily. Back in the 1830s, when the first ship came into the city carrying silk, tea, and cotton, the Chinese community continued to grow for centuries. The Chinatown in Liverpool is still on a roll to date.

7. Outbreak of Tropical Diseases: Liverpool's Overseas Trade was founded by Sir Alfred Lewis Jones in November 1898. It resulted in the outbreak of tropical diseases. Sir Alfred donated 350 pounds to establish a School of Tropical Medicine, the first of its kind. It provided cutting-edge research and teaching ever since which included co-relating Malaria and mosquito bites.

8. Liverpool means muddy pool: Last but not least the most interesting fact is the history of the city's name. The origin of the name comes from the old English words "lifer" which means muddy or thick water, and pol means pool or creek. Muddy Pool doesn't sound as trendy as Liverpool. In 1190, the first written record was as Liverpul. Later, according to the Cambridge Dictionary of English place-names, the very first reference was of a pool or a tidal creek, so later it got changed to Liverpool.

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Things To Avoid

In Liverpool: a. Being unprepared for the changeable weather: Liverpool resides on the northwest coast of England along with the Irish Sea. This region of the world is famous for unsettled weather. The Atlantic Ocean can bring windy and rainy days even when it's sunny. So be prepared to face constant weather changes. b. Avoid Taxis when exploring: There isn't much of a point in taking taxis when you're in the mood to stroll around the city. Geographically, the city is quite small and we're sure you do not want to waste your money on taxi fares, do you? For a fact, the walk from Royal Albert Docks to the City Centre is not even a 10-minute one. From there again if you walk for 10 minutes, you'll be at the University of Liverpool in the Knowledge Quarter. c. Avoid eating at tourist restaurants: If you're a foodie and want some authentic Liverpool taste, head to a local restaurant. Of course, you can eat at a franchise restaurant, but then you will miss out on down-to-earth cafes, neighborhood pubs, and even finedine bars. d. No mocking the Scouse accent: The Liverpudlian accent is one of the most pronounced in the UK. When talking to a local, you'll hear a mix of English and Irish. With the waves of immigration that emerged in Liverpool, you might feel the urge to copy the accent when talking to a local. The locals get offended and may roll their eyes, so it is better to avoid this common pitfall.

22 | December 2023

MALAYSIA’S THR TECH SECTOR IN 2 0 2 3

The Tech sector has slowly crept into most sectors as businesses and institutions look at ways to optimize performance and efficiency. Because of this, some countries have positioned themselves as tech hubs with initiatives in place to entice developers, boost employment, and improve the economy.

The evolution of mobile technology and the rollout of 5G connectivity have accelerated these developments in recent years and Malaysia has been well placed to capitalize on the market.

How Malaysia Became a Global Tech Hub? San Francisco’s Silicone Valley, Tokyo, Seoul, Berlin, and London have all made moves to attract some of the best talent in the industry. Another region that is benefitting is Malaysia whose government had the foresight to plan for a tech-reliant future.

The Malaysian government invested around $100 million in the 1990s to create the MSC (Multimedia Super Corridor). This Asian digital hib provided businesses with Digital Free Trade Zones that minimized taxes and customs charges. These moves helped attract businesses to the area and set up the country as a major Asian digital hub.

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As an ASEAN (Association of Southeast Asian Nations) member, Malaysia has strong links with the ten other member countries and provides access to more than 600 million consumers.

The installation of these frameworks has attracted a diverse range of tech companies that specialize in areas including: • • • • • • • • •

AI Blockchain Robotics 3D Printing User Experience Big Data Analytics User Interface Cloud Centre Data Centre

Existing frameworks, access to a growing market, and financial incentives make Malaysia one of the most attractive areas for tech startups and established companies.

Tech Sectors Showing Growth in Malaysia With so many benefits in the Malaysian tech sector, it is no surprise that a number of sectors are thriving. Everything from the healthcare and financial sectors to the

RIVING

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entertainment industry has seen tech developments that are helping take them to the next level.

Below are just some examples of tech sector in Malaysia.

Online Gambling Gambling in Malaysia is legal in some forms such as lotteries, horse racing, and licensed casinos. Online gambling operators are prohibited from setting up businesses in the country, which means that offshore betting sites are big business.

The industry in Malaysia is extremely lucrative and has been estimated to be worth approximately $2.99 billion.

Because of this, online betting operators are making the most of developing tech sector to provide customers with state-of-the-art, immersive gaming experiences with robust security measures.

AI (artificial intelligence), VR (virtual reality), and AR (augmented reality) have all been implemented to improve efficiency and provide users with an experience that is as close to a real-life casino as possible.

Software Malaysia’s investment in tech sector has ensured companies from all over the world have set up bases there.

As custom software solution demand grows, so does the amount of start-ups and established companies creating bespoke solutions for a variety of industries.

Some of the top software companies currently in Malaysia include: • • • • • • •

Innowise Group Ancient DePalma Studios Hivekind Lizard Global Qodeca Snappymob

Software companies with offices in Malaysia help all kinds of businesses to enhance processes and improve customer satisfaction. These companies specialize in IT strategy, staff augmentation, UX design, UI design, app development, and much more.

Hardware

Some operators are also implementing blockchain technology to improve security, with many also allowing users to play using cryptocurrencies.

5G connectivity has also provided the mobile gambling industry with the speed and reliability required for a high-quality gaming experience.

Esports The Malaysian Esports market has benefitted from the country’s tech sector and has seen the government set aside an additional RM13 million (just under $3 million) to go towards the development of the industry in 2023.

Esports events are known to draw significant crowds to venues and players battle it out for monetary prizes. The events can also be bet on, helping another industry to grow in the country.

The tech sector is reliant on hardware development companies to run software and provide industries with physical computer parts. Some of the biggest companies in the world have operations in Malaysia, including: • • • • •

Intel Corporation Apple HP Inc. Kitachi Honeywell

These companies benefit from significantly lower customs tariffs, allowing them to import and export efficiently.

Telecoms The Malaysian telecom market is worth approximately $8.19 billion with a projected 1.72% compound annual growth rate that will see it rise to $8.92 billion by 2028.

Esports is a relatively new trend with players able to vast sums from prize money, sponsorship, and live streaming.

Major telecom companies based in Malaysia include:

Software developers have ensured the market is moving swiftly with the top players helping new games to grow in popularity quickly. Hardware developers also benefit from the top players and streamers using their equipment.

• • • • •

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Sacofa Sdn Bhd Edotco Maxis Digi Telecommunication Celcom

5G expansion has seen further growth as the demand for reliable high-speed internet services increases. Fiber broadband growth is also contributing to this sector’s success.

Healthcare The medical tech sector in Malaysia is expected to reach a value of over $3.5 billion by the end of 2023. The increase in the use of tech in the healthcare sector is down to improved connectivity as 5G and fiber broadband provide users with quick and reliable services.

Malaysia continues to support growth in this area and developing markets which puts it ahead of many other regions that are currently playing catch-up.

Malaysia’s digital investment growth has been growing in momentum as more industries find themselves relying on developing technologies. The infrastructure in place puts the country in a prime position to attract new talent and secure further growth.

Tech implementation in the healthcare industry is used in various ways including the protection of sensitive data.

Cybersecurity and data protection are a key focus for the industry and the implementation of blockchain technology is helping the digital ecosystem share and protect information.

AI applications in detection and diagnostics are another area of growth that provides medical experts with a way of streamlining medical services.

The development of nanomedicine will be revolutionary to the medical field. Microscopic objects and materials are used for medical purposes for treatment and diagnosis.

Fintech Fintech is the technology that supports banking and financial services. Everything from internal banking systems to consumer banking apps and security is covered in this essential industry.

Malaysia’s impact on the global fintech market is significant and its value of over $40 billion dollars is set to double by 2028 with an annual growth rate of 15.56%.

As the banking industry moves away from in-person banking and is more reliant on digital banking services, the apps used by consumers must be able to handle the demand.

Security is also a significant factor with cybercrime estimated to cost around $8 trillion per year. While the techniques that criminals use grow more sophisticated, so do the protections put in place by financial institutions to protect investments, savings, and personal data.

Conclusion Malaysia’s decision in the 90s to invest heavily in tech infrastructure has proved to be a wise choice. The frameworks and regulations in place have allowed the country to welcome a wide variety of tech industries.

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30 | December 2023

We all have dreamt of owning a luxury car at least once.

When we see one while traveling, this thought crosses our minds. Often out of curiosity, we check on the internet prices of these cars, features, and specifications too. We daydream about a good long drive with our friends or spouse while experiencing the utmost luxury while being in the lap of nature. A sheer surreal experience is what we envision. Being a kid did you ever stop by a showroom of a luxury car brand like Mercedes? To get a glance at the cars on display? Who hasn’t? All of us do that!

Mercedes is a perfect blend of top-notch engineering, excellent technology, and luxury at its peak. A featureloaded car with lightning-fast speed and features built by the Germans. Car lovers cannot agree more on the luxury and finesse the brand carries. With a variety of models at our dispense, it is the most loved luxury car brand in the world. Via this article, we’ll take you on the most luxurious and smooth ride. Fasten your seat belts, folks!

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These are the brand names that cannot be said to not be in the loop. Audi, BMW, and Mercedes are brands that are always neck-to-neck in competition. These 3 brands are undoubtedly in competition with each other at all times.

4 Popular Marketing Campaigns of Mercedes: Marketing campaigns are an effort by any brand to stand out. Brands strive to get into the limelight or get noticed.

Television advertisements are the best mediums as consumers remember what they see. It made sure while making the ad they were using emotions, convincing the potential customer, and getting noticed by their customer base.

These are 4 popular television commercials: 1. Unlock with Mercedes Benz: A very thoughtful campaign launched

by Mercedes during the festive season of 2021. The brand strategized to launch this campaign in September 2021 and continue it till the festival season ends. The reason behind this launch was an introduction to an unlocking with the Corona phase. The brand wanted to resurrect the sentiments of humans by availing them of the option of unlocking their dreams. It included easy EMI options on the selected models. A variety of insurance policies were also made available.

2. Merc From Home: A wonderful ad campaign launched in 2020. This campaign was implemented to bring ease in the whole buying process of the product from the comfort of one’s home. It provides an easy and clear method of purchasing a luxury car via the ease of home and especially through the digital process.

It is a crystal clear process. From preparing the car to making the

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payment through a digital platform, everything is kept simple and hasslefree.

3. Are You AMG-Ready: Mercedes planned the AMG-Ready campaign to make a shift from only being a brand, to being a performancebased luxury brand. The brand wanted to introduce the AMG subsidiary brand to depict the promising capabilities and newness of its product. The loyal customers were the main target. A 1minute video ad was made to demonstrate the different AMG models to increase awareness. The intent of the brand via the campaign was to perform and be combined in the luxury of tomorrow while strengthening the bond between AMG and its customer base.

4. Life Gets Big: This campaign was a special one to highlight the features of the new T class. A van with sliding doors and an improved space within the car that accommodates one family was the theme. A rear window where 3 kids can enjoy the ride or even your beloved pet. This was an introductory campaign to bring to notice the extra space feature of this van. Sliding doors, extra space, and rear window space are the key takeaways in this model T class.

Problems Faced by the Brand: 1. Rust issues: Surprisingly enough some customers have complained that the doors, fenders, hinges, and hoods start to rust sometime post purchasing the car. A loyal customer would not like the car to develop rust and make noise.

2. Deaths due to Systemic issues: Post the death of Tata Sons Chairman, Cyrus Mistry, people raised eyebrows on how safe the Mercedes-Benz was.

However, the Indian MD of Mercedes

and the CEO of the brand together state that the car collided due to poor road infrastructure and traffic rules.

They suggest improvements in these aspects to reduce the death rate due to accidents which is approximately 1.5 lakhs from 2021 to September 2022.

3. Display of error lights on the dashboard: Some error lights are displayed in the model CLA 250 according to customers. Adding to that customers have said the company also takes ages to solve the issue as the display of error lights puts them in a fix too.

Competitive Advantage: Mercedes focuses on adapting a differentiation strategy. Quite a noticeable number of features are offered by it, unlike its competitors.

Some added features like: Ÿ Blind Spot Monitor Ÿ 8-way power seats with 4-way power lumbar support Ÿ Hand gesture controls Ÿ Hands-free device controls These are some peculiar features of the 2023 Benz GLC SUV. It allows the driver more comfort and enhanced driving experience. These detailed and minute features of the SUV add to the list of features making the car stand out from the competition. If you take notice these are very thoughtful features installed into the SUV leaving no room for any complaints from the customer.

The Social Media Game: Mercedes has millions of followers on social media which makes them an overachiever in its digital game. The brand utilizes social media to post finely curated content across all its

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online platforms. They especially take care of crafting user-friendly content wherein people can interact. a. Campaigns to drive traffic: Attractive feature-highlighting videos, shorts, reels, and user-generated content are also implemented to increase its brand engagement.

The brand started a user-generated strategy on Instagram wherein it developed a hashtag named #MBPhotoPass. Through this strategy it allowed social influencers, journalists, team members, and even existing customers to curate organic short videos of its cars. About other social media platforms like Facebook, the visuals are very appealing to the human eye. b. Diverse Ways: The content the brand shares on its social media is visually driven and personal stories of existing customers. A very well-planned strategy of posting 2 to 3 times a day is followed diligently by the brand. Its images and short videos are visually driven as they keep it fresh and engaging.

Along with videos and images the brand shares a variety of information, car-related news, highresolution images of the brand’s cars at work, upcoming models information, and images. c. Influencer Marketing: Fitness freaks often head out to the mountains with their beasts to test the car’s ability. Fitness influencers make the effort to record a video and post it on their social media feeds. It helps them to reinforce the message when the influencer and the brand are featured and tagged in each other’s feeds. Some car racing drivers like Nico Rosberg, Jan Seyffarth, and Lewis Hamilton are famous influencers who often collaborate with the brand to spread reach and engagement.

Shift to Evs: Mercedes plans to offer battery electric vehicles (BEV) in all its segments. From 2025 onwards, all newly launched electric vehicles will be electric only. Meaning, that from 2025, all customers will be able to enjoy the privilege of choosing an all-electric alternative for every Benz model. The previous plan of developing battery

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electric and internal combustion engines (ICE) on the same platform has seen a shift. The plan for developing BEVs has been finalized and is in full action.

The strategies formulated to make the shift possible are as follows: 1. EV Critical moment: As the brand shifted its focus from “electric-first” to “electric-only”, Mercedes-Benz believes it can accelerate and make a more progressive EV portfolio plan. Ola Kallenius, Chairman of the Board of Management at Mercedes Group AG says, “The tipping point is getting closer, and we will be ready as markets switch to electric-only by the end of this decade.” The change that is undergoing has made Mercedes revise their capital allocations as it requires huge amounts of research and scrutiny.

2. New Gigafactories: Newer EV platforms will be established by greater integration into the manufacturing sector.

The extensive technology plan consists of 2 new electric vehicle platforms. The first is MB.EA for medium and small-sized passenger cars. The other is AMG.EA, is a dedicated performance electric vehicle platform, for lighter commercial vans. Simultaneously, Mercedes will be focusing on the giant expansion of its battery manufacturing capability. As per plans, it is going to establish eight new battery cell gigafactories by working with partners in Europe and elsewhere.

3. Increased charging stations: In collaboration with Shell’s Recharge network, Mercedes will add up to 30,000 more charging stations by 2025. The new charging points will be across Europe, China, and North America. In Australia and New Zealand, EQ drivers will have access to rapidly expanding public charging networks that offer a combination of standard AC, and ultra-rapid fast chargers. The experimental electric car of the brand, the Vision EQXX is the technology pillar. With a capacity of more than 1,000 kilometers, the vehicle is said as a highly advanced drive-terrain and lightweight bionic design.

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4 Last Minute Christmas Dessert Recipes to Save the Day! In the midst of chaotic Christmas shopping, merry decorations, and the perfect Christmas Eve planning, we hope you haven’t forgotten about the cherry on top. Yes, we are talking about those lip-smacking desserts that have people melting with joy. If that’s the case, you need not worry for we have got you covered with some of the best last-minute Christmas dessert recipes.

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INGREDIENTS

A Night Before Christmas Pudding To Fool Them All! What’s Christmas without a little pudding? But, don’t worry. We aren’t talking about the one that takes you hours to prepare for. This simple version will taste just as delicious and heavenly. Grab a pen and paper because here’s everything you need to do:

Ÿ 125g each of boysenberry & redcurrants Ÿ 100g dark chocolate, chopped Ÿ 1/4 cup (60ml) maple syrup Ÿ 150ml pure (thin) cream Ÿ CHRISTMAS PUDDING Ÿ 4 cups (725g) mixed dried fruit Ÿ 400g store-bought Madeira or sponge cake, crumbled Ÿ 100g dark chocolate, melted, cooled Ÿ 1 tbsp cocoa Ÿ 50g unsalted butter, melted, cooled Ÿ 1/2 cup (125ml) sherry or brandy Ÿ 1 tsp each ground cinnamon & freshly grated nutmeg Ÿ 1/2 tsp each allspice & ground cloves

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Serves: 12 Prep Time: 25 Mins Ingredients: 8 Difficulty: Easy Amount: $1.93 per serving Christmas without gingerbread would seem incomplete, right? This simple, no-bake, and tasty addition to the Christmas Dessert recipes is here to make things merry.

INGREDIENTS Ÿ 900ml thickened cream Ÿ 1 cup (330g) dulce de leche (or other caramel sauce) Ÿ 250g sour cream Ÿ 1/3 cup (40g) icing sugar, sifted Ÿ 800g gingerbread cake (or other bought cake) Ÿ 90ml Marsala or brandy Ÿ 1½ tsp cinnamon Ÿ 200g gingerbread biscuits (or gingernut), crumbled

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Christmas special Rum balls, but with a twist!

Serves: 12 STEP 1: Prep Time: 1 Hour 20 Mins Divide the thickened cream into two equal parts. In one bowl, add the dulce de leche and whisk till it gets a thick consistency. To another bowl of thickened cream, add sour cream and icing cream. Whisk it till it is thick.

Cook Time: Ingredients: 11 Difficulty: Easy Amount: $1.59 per serving

STEP 2: Cut your gingerbread cake into slices of about 2cm each. Take a 3L trifle dish, and layer one-third of these slices over the bottom. Drizzle a third of the marsala, sprinkle about a third of the cinnamon, and finally add a third of the gingerbread crumbs.

Imagine it's 30 degrees outside, and you are craving for a dessert that won’t sink you to the bottom of a pool, THIS is the one you are looking for! And well, of course, we did not forget the Christmas traditions! Here is a special next one from our book of Christmas dessert recipes.

STEP 3: To this layer now, add a third of the dulce de leche mixture, over that add a third of the whipped cream mixture.

Repeat this layering process two more times and top it off with the remaining biscuit crumbs.

What did it take? Half an hour? You’ve got the dessert ready all while your guests are settling in. Bookmark this as one of the decadent Christmas dessert recipes, something that you can whip out quickly, and then enjoy after a hearty dinner!

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INGREDIENTS Ÿ 1 2/3 cup (150g) desiccated coconut

Ÿ 1/3 cup (80ml) melted cacao butter

Ÿ 2 tbsp maple syrup

Ÿ RAISIN BASE

Ÿ 1/2 cup (125ml) melted coconut oil

Ÿ 1 cup (160g) blanched almonds, roasted

Ÿ 3/4 cup (185ml) coconut milk

Ÿ 1/3 cup (30g) desiccated coconut

Ÿ 1 cup (170g) pitted Medjool dates

Ÿ 1/2 cup (85g) raisins

Ÿ 1/2 cup (40g) cacao powder, plus extra to serve Ÿ 1 tbsp rum

STEPS STEP 1: Take a loaf pan and grease and line it up with baking paper. Leave about 5cm overhanging long sides of the pan.

STEP 2: You first need to prepare the raisin base. Whiz some almonds and coconut in a small food processor until it’s finely chopped.

To it, add some raisins and about 2 tbs of water, and mix again till it’s well combined. Get a pan and add this base to it.

STEP 3: Next, get the desiccated coconut, maple syrup, about a 1/4th cup of coconut oil, and 1/4th cup of coconut milk, and add all this to a small food processor and give it a fine spin. Spread this mixture over the raisin base evenly. Cover it with a plastic film and set it in the refrigerator till it firms up.

STEP 4: Now, place the dates and 1 tbs of boiling water in a food processor. Mix it until it’s smooth. To this, add cacao powder, rum, cacao butter, a pinch of salt flakes, and the remaining coconut oil and coconut milk. Mix it till you get a nice and smooth texture.

STEP 5: Pour this mixture over the slice, cover it again with a plastic wrap, and chill overnight. (4 hours can do too if you don’t have enough time) STEP 6: Remove the slice from the pan, and sprinkle some extra cacao powder (and a little love). And Voila! It’s ready to serve.

Now, sometimes the best and the easiest desserts might take time. But hey! Imagine, it’s snowing out and you are sitting in front of the fire, sipping some hot cocoa and enjoying a rum stick dessert. Isn’t that the Christmas dream?

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MINI MINCE PIES

Your mini mince pies are ready to serve!

Christmas is all about the merry times and delicious foods. You could be a master of savory foods, but it does not mean you can miss out on desserts. With these traditional Christmas dessert recipes, you are sure to win over the hearts of your guests and family!

What are you waiting for? The sweet smell of holidays awaits you. Get the holiday season started!

Ÿ Serves: 24 Ÿ Prep Time: 8 Hours Ÿ Cook Time: 25 Mins Ÿ Ingredients: 16 Ÿ Difficulty: Medium Ÿ Amount: $1.52 per serving Up next from our last-minute Christmas dessert recipes treasure is the one gem everyone adores. You guessed it right!

Christmas would just be fly without some pie! Here’s how to make mini mince pies.

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INGREDIENTS Ÿ 1 apple, grated, excess water squeezed out Ÿ 100g unsalted butter, melted Ÿ 100g brown sugar Ÿ 100g drained morello cherries in juice (see notes), finely chopped

Ÿ 2 teaspoons finely grated lemon zest, plus 2 tablespoons lemon juice Ÿ 1 teaspoon mixed spice Ÿ 1/2 teaspoon ground cinnamon Ÿ 1/2 teaspoon grated nutmeg

Ÿ 100g slivered almonds

Ÿ 100ml brandy

Ÿ 100g candied peel, finely chopped

Ÿ Icing sugar, to serve

Ÿ 100g each of currants, seedless raisins, and sultanas PASTRY Ÿ 2 2/3 cups (400g) plain flour, sifted Ÿ 200g chilled unsalted butter, chopped Ÿ 1 egg yolk, beaten with 2 teaspoons milk STEP 1: In a bowl, combine all the ingredients except the icing sugar.

Keep stirring well to make a smooth mixture. Cover this with a plastic wrap and let it cool overnight, just to get a little extra flavor.

STEP 2: The next day, for the pastry, mix flour, butter, and ½ teaspoon of salt in a food processor until the mixture is crumbly. To it, slowly add 80-100ml of cold water till the dough comes together. Halve the dough and shape it into 2 discs. Wrap it in a plastic film and let it chill for about 30 minutes.

STEP 3: Now, drain the fruit mince and then mix it well in the food processor to finely chop it.

STEP 4: Preheat the oven to 200°C. Roll out a pastry disc to about 3mm thick. Cut out circles, approximately 24x7cm. (Don’t throw away the trimmings!) Now in a muffin pan, place them and fill each of them with about a ½ teaspoon of fruit mince.

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STEP 5: Roll out the remaining pastry disc and cut out circles of the same size. Brush its edges with a little water. Place these lids over the ones stuffed with filling. Gently push the edges to seal and soak it in egg wash.

STEP 6: Re-roll those pastry trimmings and cut out stars.

Top the mini pies with stars and again brush with some egg wash.

STEP 7: Bake this for about 20-25 minutes until it gets its rich golden brown color and crisp. Cool it down before you dust it with icing sugar!

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